- Item type
- Book
- Language
- anglais
- Pages
- xxi, 842 p.
- Edition
- 3rd. European ed.
- Publication year
- 1997
- ISBN
- 0-395-79005-0
- Content notes
- PART 1 : MARKETING DEFINED ---
1. An overview of the marketing concept ---
2. The marketing environment ---
3. Marketing in international markets ---
PART 2: UNDERSTANDING AND TARGETING MARKETS ---
4. Consumer buying behaviour ---
5. Organisational markets and Business-to-Business buying ---
6. Marketing research and information systems ---
7. Segmenting markets, targeting and positioning ---
PART 3: PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS ---
8. Product decisions ---
9. Branding and packaging ---
10. Developing and managing products ---
11. The marketing of services ---
PART 4: PLACE (DISTRIBUTION AND CHANNEL) DECISIONS ---
12. Marketing channels ---
13. Wholesalers, distributors and physical distribution ---
14. Retailing ---
PART 5: PROMOTION DECISIONS ---
15. Promotion: An overview ---
16. Advertising, public relations and sponsorship ---
17. Personal selling, sales promotion, direct mail, the internet and direct mailing ---
PART 6: PRICING DECISIONS ---
18. Pricing concepts ---
19. Setting prices ---
PART 7: MANIPULATING THE MARKETING MIX ---
20. Modifying the marketing mix for various markets ---
PART 8: MARKETING MANAGEMENT ---
21. Marketing strategy ---
22. Marketing planning and forecasting sales potential ---
23. Implementing strategies, internal marketing relationships and measuring performance ---
24. Marketing ethics and social responsibility.
PART 1 : MARKETING DEFINED --- 1. An overview of the marketing concept --- 2. The marketing environment --- 3. Marketing in international markets --- PART 2: UNDERSTANDING AND TARGETING MARKETS --- 4. Consumer buying behaviour --- 5. Organisational markets and Business-to-Business buying --- 6. Marketing research and information systems --- 7. Segmenting markets, targeting and positioning --- PART 3: PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS --- 8. Product decisions --- 9. Branding and packaging --- 10. Developing and managing products --- 11. The marketing of services --- PART 4: PLACE (DISTRIBUTION AND CHANNEL) DECISIONS --- 12. Marketing channels --- 13. Wholesalers, distributors and physical distribution --- 14. Retailing --- PART 5: PROMOTION DECISIONS --- 15. Promotion: An overview --- 16. Advertising, public relations and sponsorship --- 17. Personal selling, sales promotion, direct mail, the internet and direct mailing --- PART 6: PRICING DECISIONS --- 18. Pricing concepts --- 19. Setting prices --- PART 7: MANIPULATING THE MARKETING MIX --- 20. Modifying the marketing mix for various markets --- PART 8: MARKETING MANAGEMENT --- 21. Marketing strategy --- 22. Marketing planning and forecasting sales potential --- 23. Implementing strategies, internal marketing relationships and measuring performance --- 24. Marketing ethics and social responsibility..
