Marketing. / Charles W. Lamb et. al...
Material type: TextPublisher: Toronto: Nelson Education, 2009Edition: 4th edDescription: xxv, 641p. ill. 28cmISBN: 139780176471835LOC classification: HF5415.L2624Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.L2624 (Browse shelf) | Available | 7487/515/13 |
Includes index
Contents: The World of marketing: An Overview of marketing -- Strategic planning for competitive advantage -- Ethics and the marketing environment -- Analyzing marketing opportunities: Consumer decision making -- Business marketing -- Segmenting and targeting marketing -- Decision support systems and marketing research -- Product decisions: Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Distribution decisions: Marketing channels and supply chain management -- Retailing -- Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Sales promotion and personal selling -- Pricing decisions: Pricing concepts -- Setting the right price -- Managing marketing-created relationships: Customer relationship management -- Internet marketing.
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