Essentials of Marketing
A Global Managerial Approach
8th Edition
Book
Mixed media product
656 pages
978-0-07-229942-7 (ISBN)
Description
This is a brief version of "Basic Marketing" by the same author. It offers a thorough integration of marketing themes, topics and examples woven together throughout the text and emphasis is placed on marketing strategy. Topics include implementation control and technology and marketing strategy.
More details
Edition
8th Revised edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 230 mm
Weight
1590 gr
ISBN-13
978-0-07-229942-7 (9780072299427)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Marketing's role in the global economy; marketing's role within the firm or non-profit organization; focusing marketing strategy with segmentation and positioning; evaluating opportunities in the changing marketing environment; final consumers and their buying behaviour; business and organizational customers and their buying behaviour; improving decisions with marketing information; elements of product planning for goods and services; product management and new product development; place and development of channel systems; distribution customer services and logistics; retailers, wholesalers and their strategy planning; promotion - introduction to integrated marketing communication; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; developing innovative marketing plans - appraisal and challenges; appendices.