Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Part I: Nature and Scope of Marketing
1. The Field of Marketing
2. The Dynamic Marketing Environment
3. Global Markets and Marketing
Part II: Identifying and Selecting Markets
4. Consumer Markets and Buying Behavior
5. Business Markets and Buying Behavior
6. Market Segmentation, Targeting and Positioning
7. Marketing Research and Market Information
Part III: Product
8. Product Planning and Development
9. Product-Mix Strategies
10. Brands, Packaging, and Other Product Features
11. Services Marketing
Part IV: Price
12. Price Determination
13. Pricing Strategies
Part V: Distribution
14. Channels of Distribution
15. Retailing
16. Wholesaling and Physical Distribution
Part VI: Promotion
17. Integrated Marketing Communications
18. Personal Selling and Sales Management
19. Advertising, Sales Promotion, and Public Relations
Part VII: Managing the Marketing Effort
20. Strategic Marketing Planning
21. Marketing Implementation and Evaluation
22. Marketing and the Information Economy
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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