tailieunhanh - Ebook Principles of marketing: Part 1

(BQ) Part 1 book "Principles of marketing" has contents: Defining marketing and the marketing process; company and marketing strategy- partnering to build customer relationships, company and marketing strategy - Partnering to build customer relationships, designing a customer driven strategy and mix. | 5 Specialized Features to Enhance Your Learning 1 New coverage in every chapter of the fourteenth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent Great Recession. 2 Throughout the fourteenth edition, you will find revised coverage of the rapidly changing nature of customer relationships and new material on such topics as customer-managed relationships, crowdsourcing, social networking, and consumer-generated marketing. 3 From beginning to end, a fully integrated customer value framework captures the essence of today’s marketing. 4 The enhanced-learning design of the book features annotated, illustrated chapteropening vignettes to introduce key chapter concepts. For each chapter, the Objectives Outline shows what students will need to know and where to find it. The end-ofchapter Reviewing Objectives and Key Terms summary tie back to the chapter objectives. 5 Updated annotated figures and author comments throughout each chapter provide the authors’ insights on key points. Learn to think like a marketer using: • Study Plan. The Study Plan helps ensure that you have a basic understanding of course material before coming to class by guiding you directly to the pages you need to review. • Mini-Simulations. Move beyond the basics with interactive simulations that place you in a realistic marketing situation and require you to make decisions based on marketing concepts. • Applied Theories. Get involved with detailed videos, interactive cases, and critical-thinking exercises. • Critical Thinking. Experience real marketing situations that might not always have a right answer but will have a best answer. This allows for great discussion and debate with your classmates. And More: • Self-Assessments • Videos • Pearson eText • Flash Cards Go to This page intentionally left .