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Basic Marketing: A Global Managerial Approach

Basic Marketing: A Global Managerial Approach


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About the Book

Table of Contents:
Marketing's role in the global economy; marketing's role within the firm or non-profit organization; focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment; demographic dimensions of global consumer markets; behaviourial dimensions of the consumer market; business and organizational customer and their buying behaviour; improving decisions with marketing information; elements of product planning for goods and services; product management and new-product development, place and development of channel systems; distribution customer service and logistics; retailers, wholesalers, and their strategy planning; promotion-introduction to integrated marketing communications; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; developing innovative marketing plans; implementing and controlling marketing plans - evolution and revolution; managing marketing's link with other functional areas; ethical marketing in consumer-oriented societies - appraisal and challenges.


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Product Details
  • ISBN-13: 9780071158336
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Education (ISE Editions)
  • Height: 230 mm
  • Weight: 1680 gr
  • ISBN-10: 0071158332
  • Publisher Date: /12/1998
  • Binding: Paperback
  • Sub Title: A Global Managerial Approach


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