Marketing: An Introduction

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  • Edition: 4th
  • Format: Hardcover
  • Copyright: 1996-09-01
  • Publisher: Pearson College Div
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Table of Contents

Marketing in a Changing World: Creating Customer Value and Satisfaction
Strategic Planning and the Marketing Process
The Marketing Environment
Marketing Research and Information Systems
Consumer Markets and Consumer Buyer Behavior
Business Markets and Business Buyer Behavior
Marketing Segmentation, Targeting, and Positioning for Competitive Advantage
Product and Service Strategies
New-Product Development and Life-Cycle Strategies
Pricing Considerations and Strategies
Distribution Channels and Logistics Management
Retailing and Wholesaling
Integrated Marketing Communication Strategy
Advertising, Sales Promotion, and Public Relations
Personal Selling and Sales Management
The Global Marketplace
Marketing and Society: Social Responsibility and Marketing Ethics
Marketing Arithmetic
Careers in Marketing
Author Index
Company Index
Subject Index
Table of Contents provided by Blackwell. All Rights Reserved.

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