Essentials of Marketing
11th Edition
Published on 1. November 2007
Book
Paperback/Softback
978-0-07-128334-2 (ISBN)
More details
Edition
11th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
ISBN-13
978-0-07-128334-2 (9780071283342)
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Schweitzer Classification
Content
1. Marketing's Role in the Global Economy 2. Marketing's Role within the Firm or Nonprofit Organization 3. Focusing Marketing Strategy with Segmentation and Positioning 4. Evaluating Opportunities in the Changing Marketing Environment 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 15. Advertising and Sales Promotion 16. Pricing Objectives and Policies 17. Price Setting in the Business World 18. Developing Innovative Marketing Plans: Appraisal and Challenges Appendixes A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in Marketing