Principles of Marketing ActiveBook

Keown's Principles of Marketing ActiveBook is an interactive, online, digital book that uses multimedia resources to greatly enhance the learning experience. The best seller takes a practical, managerial approach to marketing, and provides a rich array of practical examples and applications to show the major decisions that marketing managers face in their day to day jobs. Readers are shown not only to anticipate changes, but also what effects changes will bring. In short, this book is your portal to the new world of marketing. Chapter topics include creating customer value and satisfaction; strategic planning and the marketing process; the marketing environment; marketing research and information systems; consumer markets and consumer buyer behavior; business markets and business buyer behavior; market segmentation, targeting, and positioning for competitive advantage; product and service strategies; new-product development and life-cycle strategies; pricing products; pricing strategies; retailing and wholesaling; advertising, sales promotion, and public relations; direct and online marketing; competitive strategies; the global marketplace; and social responsibility and marketing ethics.