Principles and Practice of Marketing 10th Edition by Fiona Ellis Chadwick 1526849534 978-1526849533

Principles and Practice of Marketing 10th Edition by Fiona Ellis-Chadwick – Ebook PDF Instant Download/DeliveryISBN: 1526849534, 978-1526849533

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ISBN-10 ‏ : ‎ 1526849534

ISBN-13 ‏ : ‎ 978-1526849533

Author : Fiona Ellis-Chadwick 

The landmark tenth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice.

Principles and Practice of Marketing 10th Table of contents:

Part 1: FUNDAMENTALS OF MARKETING
Chapter 1 Marketing and the Organization 
Chapter 2 The marketing environment
Chapter 3 Sustainable Marketing and Society
Chapter 4 Customer Behaviour 
Chapter 5 Value Through Relationships
Chapter 6 Digital Marketing Analytics and Customer Insight 
Chapter 7 Market Segmentation and Positioning


Part 2: CREATING CUSTOMER VALUE
Chapter 8 Value through Brands 
Chapter 9 Value through Pricing
Chapter 10 Value through Innovation
Chapter 11 Value through Service


Part 3 Communicating and Delivering Customer Value
Chapter 12 Introduction to Marketing Communication 
Chapter 13 The Marketing Communications Mix: Mass Communications
Chapter 14 Digital Marketing and Media
Chapter 15 Direct Marketing, Social Media and Direct Messaging
Chapter 16 Place: Distribution, Channel Management and Retailing


Part 4 Marketing Planning and Strategy
Chapter 17 Marketing Strategy and Planning 
Chapter 18 Analysing Competitors and Creating a Competitive Advantage
Chapter 19 Product strategy: lifecycle, portfolio and growth. 
Chapter 20 Global Marketing Strategy
Chapter 21 Managing Marketing Implementation 

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