Marketing. /
Eric N. Berkowitz
- 4th ed.
- Toronto: McGraw-Hill, 2000.
- xxviii,697p.: ill.;
Includes index
Contents:Initiating the marketing process: Marketing: a focus on customer relationships and value -- Linking marketing and corporate strategies --The changing marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets: Global marketing and world trade -- Consumer behavior-- Organizational markets and buyer behavior -- Targeting marketing opportunities: Interactive marketing and electronic commerce --Turning marketing information into action -- Market segmentation, targeting and positioning -- Satisfying marketing opportunities: Developing new products and services -- Managing products and brands -- Managing services -- Pricing:Relating objectives to revenues and costs -- Pricing:arriving at the final price -- Marketing channels and wholesaling -- Supply chain and logistics management --Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales, promotion, and public relations -- Personal selling and sales management -- Managing the market process: The strategic marketing process.