Principles of marketing / Joel R. Evans, Barry Berman.
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.E865 (Browse shelf) | Available | 2119/12 |
Includes indexes.
Contents: An Introduction to marketing : An Overview of marketing -- The Envrionment of marketing -- Developing, integrating, and analyzing the marketing plan -- Information for marketing decisions -- Broadening the scope of marketing : Societal, ethical, and consumer issues -- International marketing -- Consumer analysis:understanding and responding to diversity in the marketplace : Final consumers -- Organizational consumers -- Developing a target market strategy -- Product planning : Basic concepts in product planning -- Goods versus services marketing -- Conceiving, developing and managing products -- Distribution planning : Considerations in distribution planning and physical distribution -- Wholesaling and retailing -- Pormotion planning : The Context of promotion planning -- Advertising and public relations -- Personal selling and sales promotions -- Price planning : Considerations in price planning -- Developing and applying a pricing strategy -- Appendixies : A : Careers in marketing -- B : Marketing mathematics -- C : Computer-based marketing exercises -- Glossary.
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