Principles of Marketing and Personal Selling
Edition: 2
Copyright: 2024
Pages: 652
Edition: 2
Copyright: 2024
Pages: 652
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Building relationships with customers is vital in today’s world.
Principles of Marketing and Personal Selling presents a picture of the development and present status of current marketing and professional selling systems. Introducing marketing and selling information within an innovative framework, the program helps students understand how to build relationships, create value, and gain loyal customers.
Students examine this contemporary influence, learn the major concepts necessary to gain a fundamental understanding of both marketing and sales processes, and analyze the various essential functions that must be performed to create interactive communities of consumers as well as the types of institutions performing them.
Chapter 1: Marketing: Exchanging Value Throughout Relationships
Chapter 2: The Development of the Marketing Plan
Chapter 3: Creating Customer Driven Marketing Strategies: The STP Process
Chapter 4: Managing Customer Data to Gain Customer Insights
Chapter 5: The Marketing Process and the Analysis of the Marketing Environment
Chapter 6: Consumer Markets and Consumer Buyer Behavior
Chapter 7: Business Markets and Business Buyer Behavior
Chapter 8: The Marketing Mix: Products
Chapter 9: Developing New Products–And Your Creativity
Chapter 10: The Marketing Mix: Price
Chapter 11: The Marketing Mix: Place
Chapter 12: Key Intermediaries: Wholesaling and Retailing
Chapter 13: The Marketing Mix: Promotion
Chapter 14: Using Social Media for Message Delivery
Chapter 15: The Global Marketplace
Chapter 16: Managing the Marketing Effort
Chapter 17: Sustainable Marketing: Ethics and Social Responsibility
Chapter 18: Introduction to Personal Selling: It is a Great Career!
Chapter 19: The Sales Advantages Program: What Does a Professional Salesperson Do?
Chapter 20: Adjusting to the Dynamic Personal Selling Environment
Chapter 21: Communicating Effectively with Diverse Customers: Classifying Communication Styles
Index
Miguel A. Sahagun is an Assistant Professor of Marketing at High Point University (HPU), he joined the Earl N. Phillips School of Business (PSB) at HPU in August 2015. Dr. Sahagun obtained his Ph.D. from The University of Texas-Pan American (UTPA), his Master of Business Administration from the University of Texas-Brownsville (UTB), and his Bachelor’s degree in Industrial Engineering from the Instituto Tecnologico y de Estudios Superiores de Occidente (ITESO). Dr. Sahagun has 23 years of corporate, in the furniture and automotive industries, and academic experience. He is an active member of AMA, SMA, and ISoF. Dr. Sahagun has presented his research at various international conferences in Canada, Cuba, Chile, China, Ecuador, Mexico, Morocco, Peru, Portugal, Romania, Spain, and the United States of America.
His research interests include:
- The adoption process followed by customers
- The process customers go through in order to become loyal customers
- Student ethics and college sports ethics
- The process high school students go through when selecting a Higher Education Institution
- Key factors to secure success among franchisees
- Growth-Mindset pedagogies for Higher Education