Marketing: an introduction. / Gary Armstrong et al.
Material type: TextPublisher: Ontario : Pearson Canada Inc., 2015Edition: 5th edDescription: xxvi, 630 p. : ill. ; 28 cmISBN: 9780133373141LOC classification: HF5415.M295(5e)Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY CC | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.M295(5e) (Browse shelf) | 1 | Available | 920/038/20 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.M2951(5e) (Browse shelf) | 2 | Available | 8630/082/20 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.M2952(5e) (Browse shelf) | 3 | Available | 8638/090/20 |
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HB171.5.M471(20e) Economics:Principles, Problems and Policies. / | HF5415.G675(5e) Marketing. / | HG3881.E655(8e) International financial management. / | HF5415.M295(5e) Marketing: an introduction. / | HF5415.M2933(9e) Marketing. / | HD31.R56472(12e) Management. / | HD31.R56473(12e) Management. / |
Includes bibliographical references.
Part 1: Defining marketing and the marketing process: Marketing:creating and capturing customer value -- Company and marketing strategy: partnering to build customer relationships -- Sustainable marketing social responsibility and ethics -- Part 2: Understanding the marketplace and consumers: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding customer and business buyer behaviour -- Part 3: Designing a customer-driven marketing strategy and marketing mix: Segmentation, targeting, and positioning -- Developing and managing products and services -- Brand strategy and management -- Pricing: understanding and capturing customer value -- Marketing channels -- Communicating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing.
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