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Marketing today

Author: David J Rachman
Publisher: Fort Worth, TX : Dryden Press, ©1994.
Series: Dryden Press series in marketing.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Database:WorldCat
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Document Type: Book
All Authors / Contributors: David J Rachman
ISBN: 0030976480 9780030976483
OCLC Number: 29585457
Description: xxviii, 634 pages : color illustrations ; 28 cm.
Contents: The importance and scope of marketing --
Marketing management and planning --
Environments for marketing srategies --
International marketing --
Market segmentation and sales forecasting --
Information for marketing decisions --
Consumer buying behavior --
Organizational buying behavior --
Product management --
New product development --
Service and nonprofit marketing --
Pricing concepts and practices --
Channels and wholesaling --
Retail marketing: Structure and management --
Distributing goods --
Marketing communication: The promotional mix and sales promotion --
Advertising, media, and publicity --
Personal selling and sales management.
Series Title: Dryden Press series in marketing.
Responsibility: David J. Rachman.

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