Title:
Introduction to marketing
Personal Author:
Edition:
10th ed.
Publication Information:
Spain : Cengage Learning, 2009
Physical Description:
xxvii, 708 p. : ill. ; 28 cm.
ISBN:
9780324599312
General Note:
'International student ed'.--Cover.
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010195205 | HF5415 M324 2009 | Open Access Book | Book | Searching... |
On Order
Table of Contents
| Part I The World Of Marketing |
| 1 An Overview of Marketing |
| 2 Strategic Planning for Competitive Advantage |
| 3 Ethics and Social Responsibility |
| 4 The Marketing Environment |
| 5 Developing a Global Vision |
| Part II Analyzing Marketing Opportunities |
| 6 Consumer Decision Making |
| 7 Business Marketing |
| 8 Segmenting and Targeting Markets |
| 9 Decision Support Systems and Marketing Research |
| Part III Product Decisions |
| 10 Product Concepts |
| 11 Developing and Managing Products |
| 12 Services and Nonprofit Organization Marketing |
| Part IV Distribution Decisions |
| 13 Marketing Channels |
| 14 Supply Chain Management |
| 15 Retailing |
| Part V Promotion And Communication Strategies |
| 16 Promotional Planning for Competitive Advantage |
| 17 Advertising and Public Relations |
| 18 Sales Promotion and Personal Selling |
| Part VI Pricing Decisions |
| 19 Pricing Concepts |
| 20 Setting the Right Price |
| Part VII Technology-Driven Marketing |
| 21 Consumer Relationship Management (CRM) |
