Basic Marketing

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  • Edition: 15th
  • Format: Hardcover w/CD
  • Copyright: 2004-07-01
  • Publisher: MCG
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Table of Contents

Chapter 1: Marketing's Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning Chapter 3: Focusing Marketing Strategy with Segmentation and Positioning Chapter 4: Evaluating Opportunities in the Changing Marketing Environment Chapter 5: Demographic Dimensions of Global Consumer Markets Chapter 6: Behavioral Dimensions of the Consumer Market Chapter 7: Business and Organizational Customers and Their Buying Behavior Chapter 8: Improving Decisions with Marketing Information Chapter 9: Elements of product Planning for Goods and Services Chapter 10: Product Management and New-Product Development Chapter 11: Place and Development of Channel Systems Chapter 12: Distribution Customer Service and Logistics Chapter 13: Retailers, Wholesalers, and Their Strategy Planning Chapter 14: Promotion-Introduction to Integrated Marketing Communications Chapter 15: Personal Selling Chapter 16: Advertising and Sales Promotion Chapter 17: Pricing Objectives and Policies Chapter 18: Price Setting in the Business World Chapter 19: Implementing and Controlling Market Plans: Evolution and Revolution Chapter 20: Managing Marketing's Link with Other Functional Areas Chapter 21: Developing Innovative Marketing Plans Chapter 22: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing

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