Marketing. / Michael J. Etzel, Bruce J. Walker and William J. Stanton.
Material type: TextPublisher: Boston: McGraw Hill, c1997Edition: 11th edDescription: xxi,624 p+various pagings: ill(chiefly col.); 25cmISBN: 0070189544Subject(s): MarketingLOC classification: HF5415.S745.Et9Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.S745.Et9 (Browse shelf) | Available | 2367/12 |
Includes index
Contents: Modern marketing -- Field of marketing -- The Dynamic marketing environment -- Strategic marketing planning -- Marketing research and information -- Target market -- Consumer markets and buying behavior -- Business markets and buying behavior -- Market segmentation and target-market strategies -- Product -- Product planning and development -- Product-mix strategies -- Brands, packaging, and other product features -- Price -- Price determination -- Marketing math -- Pricing strategies -- Distribution -- Channels of distribution -- Retailing -- Wholesaling and physical distribution -- Promotion -- The Promotional program -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- Marketing in special fields -- Services marketing by for-profit and non-profit organizations -- International marketing -- Managing the marketing effort -- Marketing implementation and evaluation -- Marketing: appraisal and prospects -- Careers in marketing.
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