| ISBN： | 9781119365570paperback : |
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| 编目源： | YDX YDX OCLCQ BTCTA CCE CLE FM0 IG$ VP OCLCF SINLB ILC DLC |
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| 个人名称： | McMurtry, Jeanette Maw, |
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| 题名： | Marketing / by Jeanette McMurtry, MBA, with Alexander Hiam. |
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| 版本说明： | 5th edition. |
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| 出版发行项： | Hoboken, New Jersey : John Wiley & Sons, Inc., [2017] |
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| 载体形态： | xiv, 392 pages ; 23 cm. |
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| 一般附注： | Includes index. |
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| 格式化内容附注： | Marketing in a consumer-driven world -- Understanding consumers today and what matters most -- The psychology of choice and how to trigger it for lifetime value -- Laying a foundation for growth -- Building a strategy for LTV and ROI -- Researching your customers, competitors, and industry -- Creating a winning marketing plan -- Content marketing and marketing content -- Creating an omni-channel plan -- Creative that engages the mind -- Digital tools and tactics that work -- Using print in a digital world -- Powerful ways to engage for LTV and ROI -- Going direct with data, personalization, and sales -- Building a website that engages and sells -- Leveraging networks and events -- Building a brand that sells again and again -- Making your brand stand out -- Finding the right pricing approach -- Distribution and merchandising in an augmented world -- Succeeding in sales and service -- The part of tens -- Ten common marketing mistakes (and how to avoid them) -- Ten ways to measure results (beyond ROI). |
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