Foundations of Marketing

ISBN-10: 0618973370
ISBN-13: 9780618973378
Edition: 3rd 2009
List price: $199.95
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Description: 'Foundations of Marketing' covers 'hot' marketing topics, including ethics, e-marketing and consumer relationship management. Opening vignettes, boxes and cases throughout the text help make the content real and relevant to students.

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Book details

List price: $199.95
Edition: 3rd
Copyright year: 2009
Publisher: CENGAGE Learning
Publication date: 1/3/2008
Binding: Paperback
Pages: 592
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 2.860
Language: English

'Foundations of Marketing' covers 'hot' marketing topics, including ethics, e-marketing and consumer relationship management. Opening vignettes, boxes and cases throughout the text help make the content real and relevant to students.

Strategic Marketing and Its Environment
Customer-Driven Strategic Marketing
Planning Marketing Strategies
The Marketing Environment, Social Responsibility, and Ethics
Using Technology for Consumer Relationships in a Global Environment
E-Marketing and Customer Relationship Management
Global Markets and International Marketing
Target Market Selection and Research
Marketing Research and Information Systems
Target Markets: Segmentation and Evaluation
Customer Behavior
Consumer Buying Behavior
Business Markets and Buying Behavior
Product Decisions
Product, Branding, and Packaging Concepts
Developing and Managing Goods and Services
Pricing Decisions
Pricing Fundamentals
Pricing Management
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailing, Direct Marketing and Wholesaling
Promotion Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Table of Contents provided by Publisher. All Rights Reserved.

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