Principles of marketing : a global perspective
Author(s)
Bibliographic Information
Principles of marketing : a global perspective
South-Western College Publishing, c1995
2nd ed
Available at / 13 libraries
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Note
Maps on lining papers
Includes bibliographical references and index
Description and Table of Contents
Description
Presents principles of marketing in a global environment. This text is primarily targeted at the four-year undergraduate market and also as an introductory course at MBA level.
Table of Contents
1. Marketing of Business and Society 2. The External Environment and Strategic Marketing Planning 3. Marketing Research: Generating and Using Information 4. The Consumer Market - Analysis, Segmentation, and Product Classification 5. The Business Market 6. Consumer and Business Buying Behaviour 7. New Product Development and management 8. Product Strategies 9. Pricing Objectives and Methods 10. Communicatons Processes, The Promotional Mix and Integrated Marketing Communications 11. Advertising, Sales Promotion, Direct Marketing and Public Relations 12. Personal Selling and Sales Management 13. Channels of Distribution 14. Retailing and Retailing Strategy 15. Wholesaling and Physical Distribution 16. Marketing-Management 17. Marketing Management - A Global Perspective 18. Marketing in Service and Non-profit Organizations 19. Social, Ethical and Environmental Issues in Marketing.
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