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A First course in marketing. / Frank Jefkins

By: Jefkins, FrankMaterial type: TextTextPublisher: London: DP Publications, c1993Edition: 2nd edDescription: iv, 268 p.: ill.; 21cmISBN: 1858050200Subject(s): MarketingLOC classification: HF5415.J35
Contents:
Contents: The Nature of marketing: what is marketing? -- What is the marketing mix? -- How does competition affect marketing strategy? -- What is the product life cycle? -- Sales forecasting, price and marketing research: How are sales forecasts and risks assessed? -- What determines price? -- What is marketing research? -- Distribution: How are goods and services distributed? -- How has distribution changed in recent years? -- How is direct response marketing conducted? -- Promotion and public relations: What is the role of advertising? -- How can public relations help marketing? -- What is the role of sales promotion? -- How can sponsorship help marketing? -- How are industrial and business-to-business goods and services marketed? -- Consumerism, legal and voluntary controls: How does consumerism affect marketing? -- Legal controls affecting marketing -- Self-regulatory controls affecting marketing -- Appendices.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
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HF5415.I53.C723 New Products Management. / HF5415.I53.C724 New Products Management. / HF5415.J33 Marketing strategy and uncertainty. / HF5415.J35 A First course in marketing. / HF5415.J352 A First course in marketing. / HF5415 .K636 Principles of marketing / HF5415 .K6361 Principles of marketing /

Contents: The Nature of marketing: what is marketing? -- What is the marketing mix? -- How does competition affect marketing strategy? -- What is the product life cycle? -- Sales forecasting, price and marketing research: How are sales forecasts and risks assessed? -- What determines price? -- What is marketing research? -- Distribution: How are goods and services distributed? -- How has distribution changed in recent years? -- How is direct response marketing conducted? -- Promotion and public relations: What is the role of advertising? -- How can public relations help marketing? -- What is the role of sales promotion? -- How can sponsorship help marketing? -- How are industrial and business-to-business goods and services marketed? -- Consumerism, legal and voluntary controls: How does consumerism affect marketing? -- Legal controls affecting marketing -- Self-regulatory controls affecting marketing -- Appendices.

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