Basic marketing : a global-managerial approach
Presenting leading principles of marketing for both the domestic and international market, this text develops the 4P framework when describing the components of the marketing mix: product, price, place and promotion.
Print Book, English, ©1999
13th ed View all formats and editions
Irwin/McGraw-Hill, Boston, ©1999
xxiv, 791, 31 pages : illustrations ; 29 cm + 1 computer optical disc (4 3/4 in.).
9780072288407, 9780072281484, 9780256209822, 9780071158336, 9780072380231, 9780075610281, 9780070005679, 007228840X, 0072281480, 0256209820, 0071158332, 0072380233, 0075610280, 0070005672
Marketing's role in the global economy; marketing's role within the firm or non-profit organization; focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment; demographic dimensions of global consumer markets; behaviourial dimensions of the consumer market; business and organizational customer and their buying behaviour; improving decisions with marketing information; elements of product planning for goods and services; product management and new-product development, place and development of channel systems; distribution customer service and logistics; retailers, wholesalers, and their strategy planning; promotion-introduction to integrated marketing communications; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; developing innovative marketing plans; implementing and controlling marketing plans - evolution and revolution; managing marketing's link with other functional areas; ethical marketing in consumer-oriented societies - appraisal and challenges.