9780324656206

ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you not only understand marketing concepts but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety of learning styles.

The World of Marketing
An Overview of Marketing
Career Appendix
Marketing Plan Appendix
Strategic Planning for Competitive Advantage
Social Responsibility, Ethics, and the Marketing Environment
Developing a Global Vision
Analyzing Marketing Opportunities
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product and Distribution Decisions
Product Concepts
Developing and Managing Products
Marketing Channels and Supply Chain Management
Retailing
Promotion and Pricing Decisions
Marketing Communications and Advertising
Public Relations, Sales Promotion, and Personal Selling
Pricing Concepts
Table of Contents provided by Publisher. All Rights Reserved.

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Essentials of Marketing

Essentials of Marketing

0324656203

Summary

Table of Contents

Supplemental Materials