Introduction to marketing : theory and practice
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford ; New York :
Oxford University Press ,
c2012
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| Edition: | 3rd ed |
| Subjects: |
Table of Contents:
- 1. What is marketing?
- 2. The marketing environment
- 3. Socially responsible marketing
- 4. Buyer behaviour and relationship development
- 5. Marketing research
- 6. Segmentation, positioning, and targeting
- 7. Competitor analysis and brand development
- 8. Developing the product
- 9. Pricing
- 10. Channel intermediaries
- 11. Marketing communications
- 12. Managing the marketing effort in a global environment