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Textbook
Basic Marketing Management, 2nd EditionISBN: 978-0-471-35392-8
Paperback
336 pages
February 2000, ©2000
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The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.
Index.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.
Index.
Related Titles
Marketing Management
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