Essentials of Marketing
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788740302066
Table of contents: title: Content; title: 1. Market and Marketing; title: 1.1. Meaning of market; title: 1.2. Marketing; title: 1.3. Objectives of Marketing; title: 1.4. Importance of Marketing to the Society; title: 1.5. Merchandising; title: 1.6. Selling; title: 1.7. Distribution; title: 1.8. Goods; title: 1.9. Services; title: 1.10. Modern Marketing; title: 1.11. Features of Modern Marketing; title: 2. Marketing System; title: 2.1. Definition; title: 2.2. Marketing Process; title: 3. Marketing Functions; title: 3.1. Classification:; title: 4. Pricing; title: 4.1. What is Price?; title: 4.2. Pricing Objectives; title: 4.3. Procedure for Price Determination; title: 4.4. Price Leader; title: 4.5. One price or Variable Price; title: 4.6. Resale Price Maintenance; title: 5. Branding and Packaging; title: 5.1. Branding; title: 5.2. Packaging; title: 6. The Promotional Programme; title: 6.1. Forms of Promotion; title: 7. Sales Promotion; title: 7.1. Importance of Sales Promotion; title: 7.2. Objectives of Sales Promotion; title: 7.3. Kinds of Sales Promotion; title: 8. Advertising; title: 8.1. What is Advertising?; title: 8.2. Objectives of Advertising; title: 8.3. Functions of Advertising; title: 8.4. Advantages of Advertising; title: 8.5. Advertising Media; title: 9. Personal Selling; title: 9.1. Objectives of Personal Selling; title: 9.2. Duties of a Salesperson; title: 9.3. Qualities of a successful Salesperson; title: 9.4. Sales Personality; title: 9.5. Features of Personal Selling; title: 9.6. Process of Personal Selling; title: 10. Sales Forecast; title: 10.1. Factors affecting a Sales Forecasting; title: 10.2. Methods of Sales Forecasting; title: 10.3. Categories of Sales Forecast; title: 11. Marketing of Consumer Goods; title: 11.1. Characteristics of Consumer Goods; title: 11.2. Classification of Consumer Goods; title: 11.3. Channels of Distribution; title: 12. Marketing of Industrial Goods; title: 12.1. Classification of Industrial Goods; title: 13. References; title: 14. The Author