Essentials of marketing
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Australia :
Cengage Learning ,
c2009
|
| Edition: | 3rd ed |
| Subjects: |
Table of Contents:
- 1. An overview of marketing
- 2. The marketing environment
- 3. Consumer decision making
- 4. Business decision-making
- 5. Segmenting and targeting markets
- 6. Market information, decision systems and marketing research
- 7. Product and service concepts
- 8. Developing and managing products
- 9. Marketing channels, logistics decisions and retailing
- 10. Integrated marketing communication
- 11. Promotion mix
- 12. Pricing concepts
- 13. Global marketing
- 14. Marketing strategy