Delmar Publishers, Jan 1, 1993 - Business & Economics - 574 pages
This book provides a foundation in the essentials of marketing. Principles and concepts are covered, with emphasis placed on learning through reader involvement in actual case examples. It discusses contemporary issues and trends, including global marketing, green marketing, and marketing to the new Europe.
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AN INTRODUCTION TO THE MARKETING PROCESS
Ethics in Action A Clinical Approach
A Case for Critical Thinking HewlettPackard Discovers Marketing
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advertising Advertising Age behavior brand name Burger King buyer buying center campaign channel system communications competition competitors consumer customers decision demand discount discounts and allowances economic established evaluate example factors Figure firm franchise functions identify important income increase individuals industrial inventory J.C. Penney jeans Kmart Macy's major manufacturers market segment marketing channel marketing manager marketing mix marketing plan marketing research marketing strategy McDonald's merchandise middlemen million needs Nike nonprofit objectives offer operations organization package percent personal computer personal selling physical distribution population potential pricing objectives product development product life cycle profit programs purchase quantity requires retailers revenue sales force sales promotion sample Sears selection seller slotting fees specialty stage suppliers target market total cost trade transportation types United variable cost Wal-Mart Wall Street Journal warehouse wholesalers wholesaling Williams-Sonoma