MARKETING >CANADIAN ED.<

ISBN-10: 0070898332

ISBN-13: 9780070898332

Edition: 5th 2003

Authors: BERKOWITZ

List price: $60.37
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Book details

List price: $60.37
Edition: 5th
Copyright year: 2003
Publisher: RYERSON
Publication date: 11/15/2002

Part One Initiating the Marketing Process 1. Developing Customer Relationships and Value through Marketing 2. Linking Marketing and Corporate Strategies Appendix A Creating an Effective Marketing Plan 3. Scanning the Marketing Environment 4. Ethics and Social Responsibility in Marketing Part Two Understanding Buyers and Markets 5. Consumer Behaviour 6. Organizational Markets and Buyer Behaviour 7. Reaching Global Markets Part Three Targeting Marketing Opportunities 8. Turning Marketing Information into Action 9. Identifying Market Segments and Targets Part Four Satisfying Marketing Opportunities 10. Developing New Products and Services 11. Managing Products and Brands 12. Managing Services 13. Building the Price Foundation 14. Arriving at the Final Price Appendix B - Financial Aspects of Marketing 15. Managing Marketing Channels and Wholesaling 16. Integrating Supply Chain and Logistics Management 17. Retailing 18. Integrated Marketing Communications and Direct Marketing 19. Advertising, Sales Promotion, and Public Relations 20. Personal Selling and Sales Management Part Five Managing the Marketing Process 21. Implementing Interactive and Multi-Channel Marketing 22. Pulling It All Together: The Strategic Marketing Process Appendix C - Career Planning - Moved to OLC! Appendix D - Alternative Cases - Moved to OLC! Glossary
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