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Problems in marketing : applying key concepts and techniques

Author: Luiz Moutinho; Charles S Chien
Publisher: Los Angeles : Sage Publications, 2008.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
Fully revised & updated, 'Problems in Marketing' includes over 50 new problems. The text covers a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.
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Genre/Form: Fallstudiensammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Luiz Moutinho; Charles S Chien
ISBN: 9780761971788 0761971785 9780761971795 0761971793
OCLC Number: 56464526
Description: xiii, 322 pages : illustrations ; 24 cm
Contents: Sec. 1. Environmental scanning --
sec. 2. Consumer behaviour --
sec. 3. Marketing research and market forecasting --
sec. 4. Strategic marketing --
sec. 5. Positioning, product and pricing --
sec. 6. Pricing --
sec. 7. Integrated marketing communication --
sec. 8. Internet marketing --
sec. 9. Sales and distribution management --
sec. 10. International marketing --
sec. 11. Issues and trends.
Responsibility: Luiz Moutinho & Charles Chien.

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