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Marketing Principles

First Asia Pacific Edition with Student Resource Access 12 Months

Paperback Engels 2012 9780170190862
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Samenvatting

This first edition of Marketing Principles offers a concise, straightforward approach to basic marketing concepts and strategies

Specificaties

ISBN13:9780170190862
Taal:Engels
Bindwijze:paperback
Aantal pagina's:544
Uitgever:Cengage Learning

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Inhoudsopgave

Part 1: An overview of marketing
1. Customer-focused marketing
2. Marketing planning and strategy
3. Market research and information systems

Part 2: Understanding markets
4. Consumer behaviour
5. Target markets and relationship marketing
6. Business markets and buying behaviour

Part 3: The expanded marketing mix
7. The power of branding
8. Market-oriented product decisions
9. Developing and managing goods and services
10. Market-oriented pricing decisions
11. Market-oriented distribution decisions
12. Market-oriented promotional decisions; integrating marketing communications
13. Developing and managing the integrated marketing communications mix
14. Expanding the marketing mix

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        Marketing Principles