Item type

Book

Language

English

Publication year

2005

ISBN

0-8144-7295-8

Contents: markets and marketing: definition, customer power and satisfaction, trends in marketing, new ideas in marketing, major challenges, deficiencies of marketing, criticisms of marketing, skills, careers ; marketing strategy : segmentation, targeting, positioning, differentiation, innovation ; marketing tools: product, price, place (distribution), promotion, advertising, public relations, sales promotion, sales marketing and selling, sponsorships, buzz marketing, media ; marketing planning: marketing research ; marketing organization ; marketing control ; marketing areas of application: consumer packaged goods, retail marketing, small-business marketing, direct marketing, loyalty marketing, CRM and database marketing, Internet marketing, professional service marketing, personal marketing, international marketing, place marketing, recession marketing, political marketing, social responsibility marketing ; marketing excellence.