Description

Book Synopsis


Table of Contents
Brief Contents
  • Chapter 1. The Meaning of Marketing
  • Chapter 2. The Market in Marketing
  • Chapter 3. Planning and Marketing in an Organization
  • Chapter 4. A Broader Perspective on Marketing
  • Chapter 5. Global Marketing
  • Chapter 6. Value for Customers
  • Chapter 7. A Perspective on Consumer Behavior
  • Chapter 8. Consumer Insight
  • Chapter 9. The Brand
  • Chapter 10. Segmenting, Targeting, and Positioning
  • Chapter 11. The Marketing Plan
  • Chapter 12. Product and Service Strategies
  • Chapter 13. Pricing Strategies
  • Chapter 14. Supply Chain and Distribution Strategies
  • Chapter 15. Retailing and Wholesaling
  • Chapter 16. Marketing Communications: Advertising and Sales Promotion
  • Chapter 17. Personal Selling and Direct Marketing Strategies
  • Chapter 18. Integrated Marketing Communications
  • Chapter 19. The Marketing Mix
  • Chapter 20. Marketing Measurement

Marketing

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    A Paperback by Michael P Levens

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      Publisher: Pearson Education
      Publication Date: Publication Date: 2/22/2011 12:00:00 AM
      ISBN13: 9780132177153, 978-0132177153
      ISBN10: 0132177153
      Also in:
      Sales and marketing

      Description

      Book Synopsis


      Table of Contents
      Brief Contents
      • Chapter 1. The Meaning of Marketing
      • Chapter 2. The Market in Marketing
      • Chapter 3. Planning and Marketing in an Organization
      • Chapter 4. A Broader Perspective on Marketing
      • Chapter 5. Global Marketing
      • Chapter 6. Value for Customers
      • Chapter 7. A Perspective on Consumer Behavior
      • Chapter 8. Consumer Insight
      • Chapter 9. The Brand
      • Chapter 10. Segmenting, Targeting, and Positioning
      • Chapter 11. The Marketing Plan
      • Chapter 12. Product and Service Strategies
      • Chapter 13. Pricing Strategies
      • Chapter 14. Supply Chain and Distribution Strategies
      • Chapter 15. Retailing and Wholesaling
      • Chapter 16. Marketing Communications: Advertising and Sales Promotion
      • Chapter 17. Personal Selling and Direct Marketing Strategies
      • Chapter 18. Integrated Marketing Communications
      • Chapter 19. The Marketing Mix
      • Chapter 20. Marketing Measurement

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