Screen LibraryEssentials of marketing : a marketing strategy planning approach /
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| Main Authors: | |
|---|---|
| Group Author: | ; |
| Published: |
McGraw-Hill/Irwin,
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| Publisher Address: | New York, NY : |
| Publication Dates: | [2012] |
| Literature type: | Book |
| Language: | English |
| Edition: | Thirteenth edition. |
| Subjects: | |
| Item Description: | Donation. |
| Carrier Form: | xl, 640, 32, 10 pages : color illustrations ; 28 cm |
| Bibliography: | Includes bibliographical references and indexes. |
| ISBN: |
9780078028885 0078028884 |
| Index Number: | HF5415 |
| CLC: | F713.5 |
| Call Number: | F713.5/P455/13th ed. |
| Contents: | 1. Marketing's value to consumers, firms, and society -- 2. Marketing strategy planning -- 3. Evaluating opportunities in the changing market environment -- 4. Focusing marketing strategy with segmentation and positioning -- 5. Final consumers and their buying behavior -- 6. Business and organizational customers and their buying behavior -- 7. Improving decisions with marketing information -- 8. Elements of product planning for goods and services -- 9. Product management and new-product development -- 10. Place and development of channel systems -- 11. Distribution customer service and logistics -- 12. Retailers, wholesalers, and their strategy planning -- 13. Promotion: introduction to integrated marketing communications -- 14. Personal selling and customer service -- 15. Advertising, publicity and sales promotion -- 16. Pricing objectives and policies -- 17. Price setting in the business world -- 18. Ethical marketing in a consumer-oriented world: appraisal and challenges -- Appendix A Economics Fundamentals -- Appendix B Marketing arithmetic -- Appendix C Career planning in marketing. |