TY  - BOOK
AU  - Berkowitz, Eric N.
AU  - Crane, Frederick G.
AU  - Kerin, Roger A.
AU  - Hartley, Steven W.
AU  - Rudelius, William
TI  - Marketing.
SN  - 0070860459
AV  - HF5415.M293 
PY  - 2000///
CY  - Toronto
PB  - McGraw-Hill
N1  - 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
ER  -