9780538466813

Marketing Express

by ;
  • ISBN13:

    9780538466813

  • ISBN10:

    0538466812

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 1/1/2010
  • Publisher: South-Western College/West

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Summary

MARKETING EXPRESS offers solid, traditional coverage of marketing fundamentals—product, price, distribution, and promotion—as well as coverage of today's volatile marketing environment. The design incorporates advertisements, photos, screen shots and boxes throughout the text to spark reader interest and help make the content real and relevant to today's students.

Table of Contents

Customer-Driven Strategic Marketing
Planning Marketing Strategies
The Marketing Environment, Social Responsibility, and Ethics
Marketing Research and Information Systems
Target Markets: Segmentation and Evaluation
Consumer Buying Behavior
Business Markets and Buying Behavior
Global Markets and International Marketing
Product, Branding, and Packaging Concepts
Developing and Managing Goods and Services
Pricing Fundamentals
Pricing Management
Marketing Channels and Supply-Chain Management
Retailing, Direct Marketing, and Wholesaling
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Table of Contents provided by Publisher. All Rights Reserved.

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