RM80.00
Delivery using J&T. The cost depends on the rate as provided by J&T.
Not refundable due to human error (like scratching); else for the books that printing error, missing pages or incorrect books. Please email us at sales@abookstore.my
This is a Digital Product – Please take note of the access platform and access period.
Once the payment confirmed, we will proceed to send the order to the publisher to generate and ship out the access code via your registered email address within 3-5 working days
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
1 Marketing: Creating Customer Value and Engagement
2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Understanding Consumer and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX
6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7 Product, Services, and Brands: Building Customer Value
8 Developing New Products and Managing the Product Life Cycle
9 Pricing: Understanding and Capturing Customer Value
10 Marketing Channels: Delivering Customer Value
11 Retailing and Wholesaling
12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations
13 Personal Selling and Sales Promotion
14 Digital Marketing
PART 4: EXTENDING MARKETING
15 The Global Marketplace
16 Sustainable Marketing: Social Responsibility and Ethics
APPENDICES
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing