9780072941838

Essentials of Marketing, 9/e: Package #1: Text, Student CD, PowerWeb, Apps 2003-2004

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  • ISBN13:

    9780072941838

  • ISBN10:

    0072941839

  • Edition: 9th
  • Format: Paperback
  • Copyright: 7/10/2003
  • Publisher: MCG (Manual)
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Table of Contents

Marketing's Role in the Global Economy
Marketing's Role within the Firm or Nonprofit Organization
Focusing Marketing Strategy with Segmentation and Positioning
Evaluating Opportunities in the Changing Marketing Environment
Final Consumers and Their Buying Behavior
Business and Organizational Customers and Their Buying Behavior
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 Service and Logistics
Retailers, Wholesalers, and Their Strategy Planning
Promotion--Introduction to Integrated Marketing Communications
Personal Selling
Advertising and Sales Promotion
Pricing Objectives and Policies
Price Setting in the Business World
Developing Innovative Marketing Plans: Appraisal and Challenges
Appendixes
Economics Fundamentals
Marketing Arithmetic
Career Planning in Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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