Marketing: foundations and applications. / Carolyn F. Siegel.
Material type: TextPublisher: Chicago: Irwin/Mirror Press, 1996Description: (various paging) : ill. (some col.) ; 26 cmISBN: 0256162980 (alk. paper); 9780256162981Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415.S46Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.S46 (Browse shelf) | Available | K/1611/1611/19 |
Includes bibliographical references and indexes.
Contents: 1. Introduction: market place, decision making, and consumers: An introduction to marketing -- Making marketing decisions- developing marketing plan -- Segmenting the market: consumer buying decisions -- 2. Market analysis-- a broader perspective: The marketing environment -- Multicultural and international marketing -- Marketing research and information technology -- 3. The marketing mix: Understanding product -- Product processes -- Understanding price -- Place; the role of retailing -- Place; Distribution and wholesaling -- Understanding promotion -- The promotion mix; advertising, sales promotion, personal selling, public relation, and direct marketing --4. Extending marketing: Extending marketing: marketing services and not-for-profit marketing -- managing marketing --
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