Essentials of Marketing

by Lascu,Dana-Nicoleta

• ISBN13: 9781426627361
• ISBN10: 142662736X
• Additional ISBN(s): 9781592602711
• Edition: 3rd
• Format: Paperback
• Copyright: 2008-02-04
• Publisher: CENGAGE Learning
• More Book Details
• Purchase Benefits

Summary

The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.

Table of Contents

Introduction To Marketing

Scope and Concepts of Marketing

The Environment of Marketing in the Twenty-First Century

Marketing Foundation

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-to-Business Behavior

Marketing Segmentation

Marketing Research

Marketing Mix Strategies

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Marketing Communications

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

Marketing Expansion

International Marketing

Internet Marketing

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