Marketing, 2nd Edition

ISBN: 978-0-631-19638-9

Paperback

576 pages

December 1995, Wiley-Blackwell

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Acknowledgement.

1. Introduction.

2. The Customer.

3. Marketing Research and Information.

4. Market Positioning and Segmentation.

5. Product or Service Decisions.

6. New Products.

7. Pricing Decisions.

8. Distribution Decisions.

9. Advertising.

10. Other Forms of Promotion.

11. Selling and Sales Management.

12. International Marketing.

13. The External Environment.

14. Marketing Planning.

Index.

by Sylvester O. Monye (Editor)

by Cathy Hart (Editor), Malcolm Kirkup (Editor), Paul Walley (Editor), Diane Preston (Editor), Mohammed Rafiq (Editor)

by Roger Cartwright, Michael Collins, George Green, Anita Candy, Management Charter Initiative (MCI) (Foreword by)

by George G. Brenkert

by Barbara R. Lewis (Editor), Dale Littler (Editor)

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