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9780073656458

Marketing

by ; ; ;
  • ISBN13:

    9780073656458

  • ISBN10:

    0073656453

  • Edition: 6th
  • Format: Hardcover
  • Copyright: 1999-07-01
  • Publisher: McGraw-Hill College

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Table of Contents

Part I Initiating the Marketing Process 2(114)
Marketing: A Focus on Customer Relationships and Value
4(24)
Linking Marketing and Corporate Strategies
28(44)
A Sample Marketing Plan
55(17)
The Changing Marketing Environment
72(26)
Ethics and Social Responsibility in Marketing
98(18)
Part II Understanding Buyers and Markets 116(84)
Global Marketing and World Trade
118(30)
Consumer Behavior
148(28)
Organizational Markets and Buyer Behavior
176(24)
Part III Targeting Marketing Opportunities 200(82)
Interactive Marketing and Electronic Commerce
202(22)
Turning Marketing Information into Action
224(30)
Market Segmentation, Targeting, and Positioning
254(28)
Part IV Satisfying Marketing Opportunities 282(294)
Developing New Products and Services
284(28)
Managing Products and Brands
312(28)
Managing Services
340(20)
Pricing: Relating Objectives to Revenues and Costs
360(24)
Pricing: Arriving at the Final Price
384(34)
Financial Aspects of Marketing
410(8)
Marketing Channels and Wholesaling
418(24)
Supply Chain and Logistics Management
442(22)
Retailing
464(26)
Integrated Marketing Communications and Direct Marketing
490(26)
Advertising, Sales Promotion, and Public Relations
516(32)
Personal Selling and Sales Management
548(28)
Part V Managing the Marketing Process 576(82)
The Strategic Marketing Process
578(80)
Career Planning in Marketing
608(18)
Alternate Cases
626(32)
Glossary 658(17)
Chapter Notes 675(27)
Credits 702(3)
Name Index 705(2)
Company/Product Index 707(7)
Subject Index 714

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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