Basic Marketing
- European ed
- USA McGraw-Hill USA 2000
- 527p., Colour illustrations, paperback
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.