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Basic Marketing : A Marketing Strategy Planning Approach
ISBN: 9780073324043 | 0073324043
Edition: 16thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 10/12/2006
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"Basic Marketing" 16e builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 16e builds upon its pioneering beginnings that introduced the " four Ps" to the introductory marketing course. The unifying focus of "Basic Marketing" has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing ... MORE
| Marketing's Role in the Global Economy | |
| Marketing's Role within the Firm or Nonprofit Organization | |
| Focusing Marketing Strategy with Segmentation and Positioning | |
| Evaluating Opportunities in the Changing Marketing Environment | |
| Demographic Dimensions of Global Consumer Markets | |
| Behavioral Dimensions of the Consumer Market | |
| Business and Organizational Customer and Their Buying Behavio... MORE | |
| Improving Decisions with Marketing Information | |
| Elements of Product Planning for Goods and Services | |
| Product Management and New- Product Development | |
| Place and development of Channel Systems | |
| Distribution Customer Service and Logistics | |
| Retailers, Wholesalers, and Their Strategy Planning | |
| Promotion- Introduction to Integrated Marketing Communications | |
| Personal Selling | |
| Advertising and Sales Promotion | |
| Pricing Objectives and Policies | |
| Price Setting in the Business World | |
| Implementing and Controlling Marketing Plans: Evolution and Revolution | |
| Managing Marketing's Link with Other Functional Areas | |
| Developing Innovative Marketing Plans | |
| Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges | |
| Appendices | |
| Economics Fundamentals | |
| Marketing Arithmetic | |
| Career Planning in Marketing | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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