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9780199079926

Marketing 5e

by ; ; ; ;
  • ISBN13:

    9780199079926

  • ISBN10:

    0199079927

  • Edition: 5th
  • Format: Paperback
  • Copyright: 2016-01-01
  • Publisher: Oxford University Press
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List Price: $48.00

Table of Contents


Part 1: Introduction to marketing
1. An overview of marketing
2. Analysing the marketing environment
3. Understanding consumer decision-making
4. Analysing the competitive situation
5. Information for marketing decision-making and marketing research
6. Segmenting and targeting markets
7. Positioning the firm and its products
Part 2: Implementing marketing mix strategies
8. Product decisions
9. Developing and managing products
10. Marketing channels and the role of intermediaries
11. Marketing communication strategy
12. Implementing marketing communication mix strategies
13. Pricing concepts and setting the right price
14. Putting it all together: the strategic marketing plan
Part 3: Specialised marketing
15. Marketing in specialised markets
16. Sustainable marketing

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