Basic marketing (Book, 2000) []
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Basic marketing

Author: William D Perreault, Jr.
Publisher: London ; New York : McGraw-Hill, ©2000.
Edition/Format:   Print book : English : European edView all editions and formats
"The book focuses on marketing strategy throughout, developing an integrated approach that enable the reader to recognise relationships between the elements in the marketing mix and to identify target markets and opportunities. In every chapter attention is paid to examples of relationship building, the importance of customer satisfaction and retention, and international and ethical issues. The text is designed to  Read more...

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Document Type: Book
All Authors / Contributors: William D Perreault, Jr.
ISBN: 0256204020 9780256204025
OCLC Number: 44689297
Description: xii, 516 pages : illustrations ; 28 cm
Contents: 1. Marketing's role in the organization2. Understanding the changing marketing environment3. Understanding the consumer environment4. Business and organizational customers and their buying behaviour 5. Getting information for marketing decisions6. Market segmentation, targeting and positioning7. Elements of product planning for good and services8. New product development and branding9. Place and development of channels of distribution10. Logistics and distribution11. Retailers wholesalers and their strategy marketing plan 12. Promotion - introduction to integrated marketing communications13. Advertising and public relations14. Personal selling 15. Sales promotion and direct marketing 16. Pricing objectives and policies17. Price setting in the business world18. Developing innovative marketing plans19. Implementing and controlling marketing plans20. Managing Marketing's link with other functional areaAppendix A-Economics FundamentalsAppendix B-Marketing ArithmeticCases
Responsibility: William D. Perreault [and others].
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Offering an introduction to the fundamental principles of Marketing, this book is structured around the classic "4Ps" organization, and provides explanations, frameworks and "how-to-do-it" techniques.


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