Principles of Marketing

Abstract

Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment. What is marketing? -- Strategic planning -- Consumer behavior : how people make buying decisions -- Business buying behavior -- Market segmenting, targeting, and positioning -- Creating offerings -- Developing and managing offerings -- Using marketing channels to create value for customers -- Using supply chains to create value for customers -- Gathering and using information : marketing research and market intelligence -- Integrated marketing communications and the changing media landscape -- Public relations, social media and sponsorships -- Professional selling -- Customer satisfaction, loyalty, and empowerment -- Price, the only revenue generator -- The marketing plan.