Principles of Marketing
2nd Edition
Published on 11. July 1994
Book
Hardback
928 pages
978-0-538-82982-3 (ISBN)
Description
This book provides readers with a comprehensive introduction to marketing. Features include an Integrated Teaching System; more emphasis on multicultural marketing, globalization, TQM, ethics, small business marketing; and critical thinking cases and experiential exercises.
This book provides readers with a comprehensive introduction to marketing. Features include an Integrated Teaching System; more emphasis on multicultural marketing, globalization, TQM, ethics, small business marketing; and critical thinking cases and experiential exercises.
This book provides readers with a comprehensive introduction to marketing. Features include an Integrated Teaching System; more emphasis on multicultural marketing, globalization, TQM, ethics, small business marketing; and critical thinking cases and experiential exercises.
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
Edition type
Revised edition
Illustrations
glossary, indexes
Dimensions
Height: 230 mm
ISBN-13
978-0-538-82982-3 (9780538829823)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Part One: The World of Marketing: An Overview of Marketing; The Marketing Environment; Developing a Global Vision; Part Two: Analyzing Marketing Opportunities: Consumer Decision Making; Business- to Business Marketing; Segmenting and Targetting Markets; Multicultural Marketing in the United States; Decision Support Systems and Market Research; Part Three: Product Decisions: Product Concepts; Developing and Managing Products; Services and Nonbusiness Marketing; Part Four: Distribution Decisions: Marketing Channels and Wholesaling; Retailing; Physical Distribution Management; Part Five: Promotion Decisions: Marketing Communications and Promotions Strategy; Advertising and Public relations; Selling, Sales Management, and Sales Promotion; Part Six: Pricing Decisions: Pricing Concepts; Setting the Right Price; Part Seven: Contemporary Marketing Management: Ethics and Social Responsibility; Strategic Planning and Forecasting; Assessing Marketing Productivity and Total Quality Management.