Essentials of marketing
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, Ohio : London :
South-Western ; Cengage Learning [distributor] ,
c2009
|
| Edition: | 6 ed |
| Subjects: |
Table of Contents:
- 1. An Overview Of marketing
- 2. Strategic Planning for Competitive Advantage
- 3. Social responsibility, ethics, and the marketing environment
- 4. Developing a global vision
- 5. Consumer decision making
- 6. Business marketing
- 7. Segmenting and targeting markets
- 8. Decision support systems and marketing research
- 9. Product concepts
- 10. Developing and managing products
- 11. Marketing channel and supply chain management
- 12. Retailing
- 13. Marketing communications and advertising
- 14. Public relations, sales promotion, and personal selling
- pricing concepts