TY  - BOOK
AU  - 
AU  - 
AU  - 
TI  - Fundamentals of marketing.
SN  - 0070610150
AV  - HF5415.S74 
U1  - 658.8 dc20
PY  - 1994///
CY  - London
PB  - McGraw Hill
KW  - Marketing
N1  - Includes index; Contents: 1. Modern marketing and its environment: The field of marketing -- The changing  marketing environment -- Strategic planning and forecasting -- Marketing research and information -- 2.Target markets: Market segmentation and target-market strategies -- Consumer buying behavior -- The business market -- 3. Product: Product planning and development -- Product-mix strategies -- Brands, packaging, and other product features -- 4. Price: Price determination -- Pricing strategies -- 5. Distribution; Channel of distribution -- Retailing -- Wholesale and physical distribution -- 6. Promotion: The promotional program -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- 7. Marketing in special fields: Services marketing by for-profit and non profit organization -- International marketing -- 8. Managing the marketing effort: Marketing implementation and evaluation -- Marketing; appraisal and prospects --
ER  -