Boone & Kurtz Contemporary marketing. / David L. Kurtz.
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.K84(16e) (Browse shelf) | Available | K/1404/1404/19 |
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HF5549.17.A762(11e) Armstrong's handbook of human resource management practice. / | HF5549.17.A763(11e) Armstrong's handbook of human resource management practice. / | HF5549.C464(16e) Managing human resources. / | HF5415.K84(16e) Boone & Kurtz Contemporary marketing. / | HF5415.13.F38(5e) Marketing management strategies. / | HF5415.13.F381(5e) Marketing management strategies. / | HF5636.S77(7e) Intermediate accounting. / |
Includes bibliographical references and index.
Contents: 1. Designing customer-oriented marketing strategies: Marketing: the art and science of satisfying customers -- Strategic planning in contemporary marketing -- The marketing environment, ethics, and social responsibility -- Social media: living in the connected world -- E-Business: managing the customer experience -- 2. Understanding buyers and markets: Consumer behavior -- Business-to-business (B2B) marketing -- Global marketing -- 3. Target market selection: Market segmentation, targeting and positioning -- Marketing research and sales forecasting -- Relationship marketing and customer relationship management(CRM) -- 4. Product decisions: Product and service strategies -- Developing and managing brand and product categories -- 5. Distribution decisions: Marketing channels and supply chain management -- Retailers, wholesalers and direct marketers -- 6. Promotional decisions: Integrated marketing communications, advertising and public relations -- Personal selling and sales promotion -- 7. Pricing decisions: Pricing concepts -- Pricing strategies --
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