FOUNDATIONS OF MARKETING >CANA

ISBN-10: 0039231070

ISBN-13: 9780039231071

Edition: 5th 1997

Authors: BECKMAN

List price: $56.00
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Book details

List price: $56.00
Edition: 5th
Copyright year: 1997
Publisher: NELSON
Publication date: 1/1/1997

The Nature of Marketing
The Environment for Marketing Decisions
Market Segmentation: Finding a Base to Start
The Market Segmentation Process
Marketing Strategy and the Marketing Plan
Ensuring Total Customer Satisfaction and Managing Customer Relationships
Obtaining Data for Marketing Decisions
Appendix: Locating Secondary Data
Consumer Behaviour
Business-to-Business Marketing
Marketing the Total Product: Brand, Image, Warranty, and Packaging
Product Strategy
Services
Understanding Pricing
Managing the Pricing Function
Channel and Distribution Strategy
The Many Faces of Retailing: In-Store, Direct, and Internet
Supply Chain and Logistics Management
Marketing Communications Strategy
Integrated Marketing Communications Applications
Global Marketing
Not-For-Profit Marketing
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