Marketing : the core
Author(s)
Bibliographic Information
Marketing : the core
McGraw-Hill Irwin, c2009
3rd ed
Available at / 4 libraries
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Note
Includes bibliographical references and indexes
Description and Table of Contents
Table of Contents
1.Creating Customer Relationships and Value through Marketing 2.Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan 3.Scanning the Marketing Environment 4.Ethical and Social Responsibility in Marketing 5.Understanding Consumer Behavior 6.Understanding Organizations as Customers 7.Understanding and Reaching Global Consumers and Markets 8.Marketing Research: From Customer Insights to Actions 9.Segmenting, Positioning and Forecasting Markets 10.Developing New Products and Services 11.Managing Products, Services, and Brands 12.Pricing Products and Services 13.Managing Marketing Channels and Supply Chains 14.Retailing and Wholesaling 15.Integrated Marketing Communications and Direct Marketing 16.Advertising, Sales Promotion, and Public Relations 17.Personal Selling and Sales Management 18.Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing
by "Nielsen BookData"