Marketing
Subtitle: defined, explained, applied
By: Michael Levens
Edition: 2nd ed.
Publisher: Prentice Hall
Published: 2011
Place of publication: Boston
Language: eng
Number of pages: 384
ISBN-13: 9780132177153
Notes: Includes bibliographical references and index.
Table of contents: title: Explaining; title: The meaning of marketing; title: The market in marketing; title: Planning and marketing in an organization; title: A broader perspective on marketing; title: Global marketing; title: Creating; title: Value for customers; title: A perspective on consumer behavior; title: Consumer insight; title: The brand; title: Strategizing; title: Segmenting, targeting, and positioning; title: The marketing plan; title: Managing; title: Product and service strategies; title: Pricing strategies; title: Supply chain and distribution strategies; title: Consumer-influence strategies; title: Retailing and wholesaling; title: Marketing communications : advertising and sales; title: Personal selling and direct marketing strategies; title: Integrating; title: Integrated marketing communications; title: The marketing mix; title: Marketing measurement.