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Synopsis
Bridges, Sheri
"synopsis" may belong to another edition of this title.
From the Inside Flap
Marketing and its role in business ...................................3
Monitoring external conditions .......................................9
Marketing ethics ..........................................................15
Consumer behavior ......................................................25
Marketing research ......................................................33
Segmentation, targeting and positioning ........................41
New product/service development ................................50
No products, not services, but brands, brands, brands!!...56
Price ............................................................................64
Distribution channels ....................................................72
Integrated marketing communications ...........................77
Financial aspects of marketing: terms and formulas .........90
From the Back Cover
Clear. Concise. Complete.
- Companies don't make money; customers give it to them.
- Customers deliver dollars,and marketing delivers customers.
- Marketing is the process of creating, maintaining, and improving mutually valuable customer relationships.
- Value = Benefits/Price
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