Abstract:Part I: The environments of marketing. What is marketing? Marketing planning and strategy. Uncontrollable environmental variables. Legal and ethical aspects of marketing. Part II: Market identificatio...Part I: The environments of marketing. What is marketing? Marketing planning and strategy. Uncontrollable environmental variables. Legal and ethical aspects of marketing. Part II: Market identification. Consumer behavior. Intermediate buying. Marketing research. Marketing segmentation. Part III: Product. Product policies. New product development. Part IV: Communication. Advertising and sales promotion. Personal selling. Part V: Pricing. Pricing strategies. Pricing tactics. Part VI: Distribution. Channels of distribution. Wholesaling. Retailing. Physical distribution. Part VII: Marketing specialities. Marketing for services and non-profit organizations. International marketing. Part VIII: Marketing planning. Controlling the marketing effort. Glossary. Name index. Subject index.Read More
Publication Year: 1981
Publication Date: 1981-01-01
Language: en
Type: book
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Cited By Count: 48
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