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Principles of marketing

Author: Thomas C Kinnear; Kenneth L Bernhardt; Kathleen A Krentler
Publisher: New York : HarperCollins Publishers, ©1995.
Edition/Format:   Print book : English : 4th edView all editions and formats
Summary:

Discussing concepts and issues such as relationship marketing, legal and ethical issues, green marketing, technology, and total quality management, this fourth edition represents a revision of this  Read more...

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Document Type: Book
All Authors / Contributors: Thomas C Kinnear; Kenneth L Bernhardt; Kathleen A Krentler
ISBN: 0673465551 9780673465559
OCLC Number: 31295176
Description: xlv, 808 pages : illustrations ; 28 cm
Contents: Part 1 Marketing and the environment: introduction to marketing; the marketing environment; marketing planning; global marketing. Part 2 The marketplace: Segmentation, targeting and positioning; consumer buying behaviour; business markets and organizational buying behaviour; information for marketing decision making. Part 3 Product: basic product concepts; product development and management. Part 4 Distribution: channels of distribution; wholesaling and physical distribution; retailing. Part 5 Promotion: communication strategies; advertizing, sales promotion, and publicity; personal selling. Part 7 Specific marketing situations: marketing of services; marketing in non-profit organizations.
Responsibility: Thomas C. Kinnear, Kenneth L. Bernhardt, Kathleen A. Krentler.

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