| Description |
viii, 392 pages : illustrations (some color) ; 24 cm |
| Contents |
1. Introduction to Marketing -- 2. Marketing Planning, the Environment and Competitive Strategy --3. Marketing Research -- 4. Targeting, Segmentation and Positioning -- 5. Consumer and Organisational Buyer Behaviour -- 6. Managing the Product in the Marketing Mix -- 7. Pricing -- 8. Distribution -- 9. Marketing Communications 1: Advertising and Sales Promotion -- 10. Marketing Communications 2: Public Relations, Personal Selling and Direct Mail -- 11. International Marketing -- 12. Services Marketing --Multiple Choice Questions |
| Summary |
Understanding Marketing includes personal feedback questions interspersed throughout the text to reinforce and reassure the student of learning. Several case studies and worked examples are used throughout |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing.
|
| LC no. |
97030765 |
| ISBN |
0134904672 (paperback) |
|
