Introduction to marketing /
| Main Author: | |
|---|---|
| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
Mason, OH :
Thomson/South-Western,
c2008.
|
| Edition: | 9th ed. |
| Subjects: |
Table of Contents:
- 1. An overview of marketing
- 2. Strategic planning for competitive advantage
- 3. Social responsibility, ethics, and the marketing environment
- 4. Developing a global vision
- 5. Consumer decision making
- 6. Business marketing 7. Segmenting and targeting markets
- 8. Decision support systems and marketing research
- 9. Product concepts
- 10. Developing and managing products
- 11. Services and nonprofit organization marketing
- 12. Marketing channels and supply chain management
- 13. Retailing
- 14. Integrated marketing communication
- 15. Advertising and public relations
- 16. Sales promotion and personal selling
- 17. Pricing concepts
- 18. Setting the right price
- 19. Customer relationship management (CRM).