Y1 - Cross Cultural Marketing

Inhoud

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1. Week 4
2. Chapter 6: Product - Marketing
3. 6.1 Product Challenges
4. 6.2 Introduction
5. 6.3 What Is a Product?
6. 6.4 The Total Product Offering
7. 6.5 A Note on Brands
8. 6.6 Product Types
9. 6.7 Product Development
10. 6.8 The Product Development Process
11. 6.9 The Product Life Cycle (PLC)
12. 6.10 Product Portfolio Management
13. 6.11 Summary
14. Chapter 7: Service Products
15. 7.1 Service Products Challenges
16. 7.2 Introduction
17. 7.3 Definitions
18. 7.4 The Importance of Services
19. 7.5 Knowledge-Based Economies
20. 7.6 Reasons for the Growth in the Services Sector
21. 7.7 The Nature of Services
22. 7.8 Different Types of Service
23. 7.9 Retailing and E-Tailing
24. 7.10 The Services Marketing Mix
25. 7.11 Service Quality
26. 7.12 Branding Services
27. 7.13 Service Logic in Contemporary Marketing
28. 7.14 Service Recovery
29. 7.15 Summary
30. Chapter 8: Promotion Marketing (Marketing Communications)