Marketing. / Eric N. Berkowitz
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.M293 (Browse shelf) | 1 | Available | 8133/095/16 |
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HF5415 .K6362 Principles of marketing / | HF5415 .K6363 Principles of marketing / | HF5415.L2624 Marketing. / | HF5415.M293 Marketing. / | HF5415.M34 Marketing: 04/05: annual editions. / | HF5415 .O974 The Oxford textbook of marketing. / | HF5415.P931 Marketing / |
Includes index
Contents:Initiating the marketing process: Marketing: a focus on customer relationships and value -- Linking marketing and corporate strategies --The changing marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets: Global marketing and world trade -- Consumer behavior-- Organizational markets and buyer behavior -- Targeting marketing opportunities: Interactive marketing and electronic commerce --Turning marketing information into action -- Market segmentation, targeting and positioning -- Satisfying marketing opportunities: Developing new products and services -- Managing products and brands -- Managing services -- Pricing:Relating objectives to revenues and costs -- Pricing:arriving at the final price -- Marketing channels and wholesaling -- Supply chain and logistics management --Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales, promotion, and public relations -- Personal selling and sales management -- Managing the market process: The strategic marketing process.
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