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Marketing principles / William M Pride, O. C. Ferrell, Bryan A Lukas, Sharon Schembri, Outi Niininen.

By: Contributor(s): Material type: TextTextPublisher: South Melbourne, Vic. Cengage Learning, 2015Copyright date: ©2015Edition: 2nd Asia-Pacific editionDescription: xxxi, 602 pages : colour illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780170254793
  • 0170254798
Subject(s): DDC classification:
  • 658.8 23
Contents:
Part 1: Marketing Groundwork -- 1. Key concepts in marketing -- 2. Marketing planning and strategy in a competitive environment -- 3. Marketing research and information systems -- Part 2: Understanding Markets -- 4. Consumer behaviour -- 5. Segmentation, traget markets and positioning -- 6. Business markets and buying behaviour -- Part 3: The Expanded Marketing Mix -- 7. The power of branding -- 8. Product decisions -- 9. Developing and managing goods and services -- 10. Pricing decisions -- 11. Distribution decisions -- 12. Integrating marketing communications: Designing promotional campaigns -- 13. Marketing communications mix variables: Application -- 14. Expanding the marketing mix -- 15. Digital marketing and social networking.
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Includes index.

Part 1: Marketing Groundwork -- 1. Key concepts in marketing -- 2. Marketing planning and strategy in a competitive environment -- 3. Marketing research and information systems -- Part 2: Understanding Markets -- 4. Consumer behaviour -- 5. Segmentation, traget markets and positioning -- 6. Business markets and buying behaviour -- Part 3: The Expanded Marketing Mix -- 7. The power of branding -- 8. Product decisions -- 9. Developing and managing goods and services -- 10. Pricing decisions -- 11. Distribution decisions -- 12. Integrating marketing communications: Designing promotional campaigns -- 13. Marketing communications mix variables: Application -- 14. Expanding the marketing mix -- 15. Digital marketing and social networking.

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