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Principles of marketing

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Principles of marketing

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Ngày đăng: 20/02/2017, 14:09

Xem thêm: Principles of marketing, Principles of marketing, Stage 6. Disposal of the Product, 4 Branding, Labeling, and Packaging, 2 Managing New Products: The Product Life Cycle, 1 Integrated Marketing Communications (IMC) and New Media, 3 The Promotion Mix, Communication, and Buyers’ Perceptions, 4 Ethics, Laws, and Customer Empowerment

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Mục lục

  • This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee. Preface

  • Chapter 1

  • What Is Marketing?

    • 1.1 Defining Marketing

      • LEARNING OBJECTIVE

      • Value

      • Creating Offerings That Have Value

      • Communicating Offerings

      • Delivering Offerings

      • Exchanging Offerings

        • KEY TAKEAWAY

        • REVIEW QUESTIONS

        • 1.2 Who Does Marketing?

          • LEARNING OBJECTIVE

          • For-Profit Companies

          • Nonprofit Organizations

          • Individuals

            • KEY TAKEAWAY

            • REVIEW QUESTIONS

            • 1.3 Why Study Marketing?

              • LEARNING OBJECTIVE

              • Marketing Enables Profitable Transactions to Occur

              • Marketing Delivers Value

              • Marketing Benefits Society

              • Marketing Costs Money

              • Marketing Offers People Career Opportunities

                • KEY TAKEAWAY

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