CONTEMP.MARKETING >CANADIAN<

ISBN-10: 0176500030

ISBN-13: 9780176500030

Edition: N/A

Authors: BOONE
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Book details

Publisher: NELSON
Publication date: 2/17/2009
Weight: 4.642

Preface
Designing Customer-Oriented Marketing Strategies
Marketing: The Art and Science of Satisfying Customers
Strategic Planning and the Marketing Process
The Marketing Environment, Ethics, and Social Responsibility
Understanding Buyers and Markets
Consumer Behaviour
Business-to-Business (B2B) Marketing
Serving Global Markets
Target Market Selection
Marketing Research, Decision Support Systems, and Sales Forecasting
Market Segmentation, Targeting, and Positioning
Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing
Product Decisions
Product and Service Strategies
Category and Brand Management, Product Identification, and New-Product Development
Distribution Decisions
Marketing Channels and Supply Chain Management
Direct Marketing and Marketing Resellers: Retailers and Wholesalers
Promotional Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Price Concepts and Approaches
Pricing Strategies
Appendix: Creating an Effective Marketing Plan
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