The essence of marketing
By: Bob Kimball.
Publisher: Jain Pub. Co.
Published: 2006
Place of publication: Fremont, Calif
Language: eng
ISBN-13: 9780875730905
Subjects: Marketing.
Table of contents: title: Marketing perspectives; title: Marketing and the organization; title: The external environment; title: The decision-making process; title: Information for decision-making; title: Segmenting and targeting markets; title: The marketing plan; title: The nature of products and services; title: Strategic considerations; title: Channels and retailing; title: Advertising: building the consumer franchise; title: Sales promotion: the short-term boost; title: Pricing strategies and tactics.