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Basic Marketing

By: Contributor(s): Material type: TextTextPublication details: USA McGraw-Hill USA 2000Edition: European edDescription: 527p., Colour illustrations, paperbackISBN:
  • 0256204020
Subject(s):
Contents:
Marketing's role in the organization; understanding the changing marketing environment; understanding the consumer environment; evaluating opportunities in the changing marketing environment; getting information for marketing environment; getting information for marketing decisions; market segmentation, targeting and positioning; elements of product planning for good and services new product development and branding; place and development of channels of distribution; logistics and distribution customer service; retailers, wholesalers, and their strategy planning; promotion - introduction to integrated marketing communications; advertising and public relations; personal selling; sales promotion and direct marketing; pricing objectives and policies; price setting in the business world; developing innovative marketing plans; implementing and controlling marketing plans; managing marketing's link with other functional areas.
Holdings
Item type Current library Call number Status Date due Barcode
Standard Loan Thurles Library Main Collection 658.8 PER (Browse shelf(Opens below)) Available R06000FKRCT

This text is suitable for introductory marketing courses. It offers clear explanations and "how to do it" perspectives to encourage understanding. There is a focus on marketing strategy throughout the book.

DONATED BY BREDA KENNY-SME

Marketing's role in the organization; understanding the changing marketing environment; understanding the consumer environment; evaluating opportunities in the changing marketing environment; getting information for marketing environment; getting information for marketing decisions; market segmentation, targeting and positioning; elements of product planning for good and services new product development and branding; place and development of channels of distribution; logistics and distribution customer service; retailers, wholesalers, and their strategy planning; promotion - introduction to integrated marketing communications; advertising and public relations; personal selling; sales promotion and direct marketing; pricing objectives and policies; price setting in the business world; developing innovative marketing plans; implementing and controlling marketing plans; managing marketing's link with other functional areas.

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