Marketing
Author(s)
Bibliographic Information
Marketing
South-Western Publishing, c1996
3rd ed
Available at / 4 libraries
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Note
Rev. ed. of: Principles of marketing, 1993
Includes bibliographical references and index
Description and Table of Contents
Description
This introduction to marketing uses an integrated teaching/learning system organized around learning objectives which provides an organization for students. It includes a chapter on multicultural marketing and coverage of marketing for the small business.
Table of Contents
- An overview of marketing
- the marketing environment
- developing a global vision
- consumer decision making
- business-to-business marketing
- segmenting and targeting markets
- decision support systems and marketing research
- customer value and quality
- product concepts
- developing and managing products
- services and nonbusiness marketing
- marketing channels and wholesaling
- retailing
- physical distribution management
- promotion strategy and marketing communications
- advertising and public relations
- sales promotion and personal selling
- pricing concepts
- setting the right price
- multicultural marketing in the United States
- ethics and social responsibility
- strategic planning and forecasting.
by "Nielsen BookData"
