Description |
xxii, 675 pages : illustrations ; 24 cm |
Contents |
Ch. 1. An Overview of Marketing -- Ch. 2. Understanding the Buyer -- Ch. 3. Understanding the Environment and the Competition -- Ch. 4. Marketing Planning -- Ch. 5. Marketing Research and Information -- Ch. 6. Forecasting -- Ch. 7. Market Segmentation, Positioning, and Branding -- Ch. 8. Product and Service Decisions -- Ch. 9. New Products -- Ch. 10. Pricing Decisions -- Ch. 11. Distribution Decisions --Ch. 12. Designing Effective Promotion and Advertising Strategies -- Ch. 13. Direct Marketing, Sales Promotion, and Public Relations -- Ch. 14. Selling and Sales Management -- Ch. 15. The Future of Marketing |
Notes |
Also available with map of Blackwell publisher locations (56 x 93 cm.) |
Bibliography |
Includes bibliographical references and indexes |
Subject |
Marketing -- Management -- Case studies.
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Marketing -- Management.
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Author |
Kotabe, Masaaki.
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Mercer, David (David Steuart)
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LC no. |
96013658 |
ISBN |
1557866945 (hard) |
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1557866953 (paperback) |
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(map) |
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