Principles of Marketing
Các tập tin
Ngày
2015
Tác giả
University of Minnesota Libraries
Tên Tạp chí
Tạp chí ISSN
Nhan đề tập
Nhà xuất bản
University of Minnesota Libraries Publishing
Giấy phép
Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International
Tóm tắt
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:
Service dominant logic — This textbook employs the term "offering" instead of the more traditional First "P" — product. That is because consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.
Mô tả
404 p.
Từ khóa
Marketing , Strategic Planning , Professional Selling