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Marketing frontiers : concepts and tools

Author: Dana-Nicoleta Lascu; Kenneth E Clow
Publisher: Cincinnati : Atomic Dog Pub., ©2004.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Document Type: Book
All Authors / Contributors: Dana-Nicoleta Lascu; Kenneth E Clow
ISBN: 1592600891 9781592600892
OCLC Number: 54980842
Description: xvi, 623 pages : illustrations ; 28 cm
Contents: Scope and concepts of marketing --
The environment of marketing in the twenty-first century --
Marketing ethics, regulations, and social responsibility --
Consumer behavior --
Business-to-business behavior --
Marketing segmentation --
Marketing research --
Product strategies --
Services marketing --
Distribution strategies --
Retailing strategies --
Pricing strategies --
Integrated marketing communications --
Advertising, sponsorships, and public relations --
Sales and trade promotions --
Personal selling, databases, and direct marketing --
International marketing --
Internet marketing.
Responsibility: Dana-Nicoleta Lascu, Kenneth E. Clow.

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