Marketing: An Introduction (10th Edition)(英文原版进口)

　　with engaging real-world examples and information, marketing: an introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy.
　　 defining marketing; marketing process; creating and capturing customer value; company and marketing strategy; partnering to build customer relationships; understanding the marketplace and consumers; analyzing the marketing environment; managing marketing information to gain customer insights; understanding consumer and business buyer behavior; designing a customer-driven marketing strategy and marketing mix; customer-driven marketing strategy, creating value for target customers; products, services, and brands; building customer value; developing new products and managing the product life cycle; pricing; understanding and capturing customer value; marketing channels; delivering customer value; retailing and wholesaling; communicating customer value; advertising and public relations; communicating customer value; personal selling and sales promotion; direct and online marketing; building direct customer relationships; extending marketing; the global marketplace; sustainable marketing; social responsibility and ethics; company cases; marketing plan; marketing by the numbers; careers in marketing.