Fundamentals of marketing
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY :
Routledge ,
c2007
|
| Subjects: | |
| Online Access: | Table of contents only |
Table of Contents:
- 1. Marketing: development and scope of the subject
- 2. Strategic marketing and the planning process
- 3. Consumer buyer behaviour
- 4. Industrial buyer behaviour
- 5. Marketing research
- 6. Segmentation, targeting and positioning
- 7. Branding
- 8. Product
- 9. Pricing
- 10. Promotion
- 11. Place: channels of distribution
- 12. Virtual marketing
- 13. Marketing planning and implementation