Description

Book Synopsis
Since it was published, Marketing has established itself as a first choice text for marketing undergraduates, MBA students and those taking professional examinations. Marketing is exceptionally easy to use, is comprehensive, international, up-to-date and innovative. It represents a significant breakthrough in the teaching of marketing and is one of the key texts of the discipline.

Table of Contents
Acknowledgement.

1. Introduction.

2. The Customer.

3. Marketing Research and Information.

4. Market Positioning and Segmentation.

5. Product or Service Decisions.

6. New Products.

7. Pricing Decisions.

8. Distribution Decisions.

9. Advertising.

10. Other Forms of Promotion.

11. Selling and Sales Management.

12. International Marketing.

13. The External Environment.

14. Marketing Planning.

Index.

Marketing

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    A Paperback / softback by David Mercer

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      Book details

      Publisher John Wiley and Sons Ltd
      Published 19 December 1995
      ISBN-13 9780631196389
      978-0631196389
      ISBN-10 0631196382

      Description

      Book Synopsis
      Since it was published, Marketing has established itself as a first choice text for marketing undergraduates, MBA students and those taking professional examinations. Marketing is exceptionally easy to use, is comprehensive, international, up-to-date and innovative. It represents a significant breakthrough in the teaching of marketing and is one of the key texts of the discipline.

      Table of Contents
      Acknowledgement.

      1. Introduction.

      2. The Customer.

      3. Marketing Research and Information.

      4. Market Positioning and Segmentation.

      5. Product or Service Decisions.

      6. New Products.

      7. Pricing Decisions.

      8. Distribution Decisions.

      9. Advertising.

      10. Other Forms of Promotion.

      11. Selling and Sales Management.

      12. International Marketing.

      13. The External Environment.

      14. Marketing Planning.

      Index.

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