Marketing
A Managerial Approach
2nd Edition
Published on 31. December 1999
Book
Hardback
760 pages
978-0-538-19110-4 (ISBN)
Description
This book should be of interest to degree and diploma students taking introductory courses in marketing.
More details
Edition
2nd Revised edition
Language
English
Place of publication
Mason, OH
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 230 mm
Width: 150 mm
Weight
1510 gr
ISBN-13
978-0-538-19110-4 (9780538191104)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Part I: The environments of marketing. What is marketing? Marketing planning and strategy. Uncontrollable environmental variables. Legal and ethical aspects of marketing. Part II: Market identification. Consumer behavior. Intermediate buying. Marketing research. Marketing segmentation. Part III: Product. Product policies. New product development. Part IV: Communication. Advertising and sales promotion. Personal selling. Part V: Pricing. Pricing strategies. Pricing tactics. Part VI: Distribution. Channels of distribution. Wholesaling. Retailing. Physical distribution. Part VII: Marketing specialities. Marketing for services and non-profit organizations. International marketing. Part VIII: Marketing planning. Controlling the marketing effort. Glossary. Name index. Subject index.