Pearson New International Edition
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Marketing
Defined, Explained, Applied
Michael Levens
Second Edition
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England and Associated Companies throughout the world
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Pearson Education Limited 2014
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted
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book by such owners.
ISBN 10: 1-269-37450-8
ISBN 13: 978-1-269-37450-7
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Printed in the United States of America
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ISBN 10: 1-292-04222-2
ISBN 13: 978-1-292-04222-0
ISBN 10: 1-292-04222-2
ISBN 13: 978-1-292-04222-0
Table of Contents
PEARSON CUSTOM LIBRARY
I
1. The Meaning of Marketing1
Michael Levens
2. The Market in Marketing15
Michael Levens
3. Planning and Marketing in an Organization
29
29
Michael Levens
4. A Broader Perspective on Marketing
43
43
Michael Levens
5. Global Marketing
59
59
Michael Levens
6. Value for Customers
77
77
Michael Levens
7. A Perspective on Consumer Behavior
93
93
Michael Levens
8. Consumer Insight
109
109
Michael Levens
9. The Brand
129
129
Michael Levens
10. Segmenting, Targeting, and Positioning
147
147
Michael Levens
11. The Marketing Plan
165
165
Michael Levens
12. Product and Service Strategies
183
183
Michael Levens
13. Pricing Strategies
201
201
Michael Levens。