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Marketing: Defined, Explained, Applied, CourseSmart eTextbook, 2nd Edition

By Michael P Levens

Published by Prentice Hall

Published Date: Jan 13, 2011

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Undergraduate Principles of Marketing textbook


A unique marketing text based on student feedback.¿


Marketing: Defined, Explained, Applied revolutionizes the way students learn by offering them a textbook that is not written as a continuous narrative, but is instead broken down by topic and each topic is broken down into three sections: Defined, Explained, Applied. This innovative approach presents key concepts in an easy to use format, allowing students to quickly learn all of the information they need.

Table of Contents

Chapter 1. The Meaning of Marketing

Chapter 2. The Market in Marketing

Chapter 3. Planning and Marketing in an Organization

Chapter 4. A Broader Perspective on Marketing

Chapter 5. Global Marketing

Chapter 6. Value for Customers

Chapter 7. A Perspective on Consumer Behavior

Chapter 8. Consumer Insight

Chapter 9. The Brand

Chapter 10. Segmenting, Targeting, and Positioning

Chapter 11. The Marketing Plan

Chapter 12. Product and Service Strategies

Chapter 13. Pricing Strategies

Chapter 14. Supply Chain and Distribution Strategies

Chapter 15. Retailing and Wholesaling

Chapter 16. Marketing Communications: Advertising and Sales Promotion

Chapter 17. Personal Selling and Direct Marketing Strategies

Chapter 18. Integrated Marketing Communications

Chapter 19. The Marketing Mix

Chapter 20. Marketing Measurement

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Marketing: Defined, Explained, Applied, CourseSmart eTextbook, 2nd Edition
Format: Safari Book

$46.99 | ISBN-13: 978-0-13-217744-3