Marketing
Subtitle: essentials
By: Kenneth E. Clow, Dana-Nicoleta Lascu
Contributors: Lascu, Dana-Nicoleta, author
Edition: 5e.
Publisher: Textbook Media Press
Published: 2015
Place of publication: St. Paul, MN
Language: eng
Number of pages: 504
ISBN-13: 9780996095440
Subjects: Marketing; Textbooks
Notes: Includes indexes.
Table of contents: title: Part one: Introduction to marketing. Scope and concepts of marketing ; The environment of marketing in the 21st century; title: Part two: Foundations of marketing.  marketing ethics, regulations, and social responsibility ; Consumer behavior ; Business-to-business behavior ; Marketing segmentation ; Marketing research; title: Part three: Marketing mix strategies. Product strategies ; Services marketing ; Channel and retailing strategies ; Pricing strategies; title: Part four: Marketing communications.  Integrated marketing communications ; Digital marketing ; Promotions, sponsorships, and public relations ; Personal selling and direct response marketing; title: Appendix A: the strategic marketing plan; title: Appendix B: careers in marketing; title: Appendix C: glossary of key terms; title: Appendix D: subject index; title: Appendix E: the index of companies, organizations and products.