Principles of marketing
Prentice Hall, 1989 - Business & Economics - 661 pages
The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
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THE MARKETING MANAGEMENT PROCESS
ANALYZING ZWARKE T OPPORTUNITIES
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Advertising Age agencies American attractive behavior beneﬁts brand budget Business Week buyers buying decision camera channel Coke company’s competitive competitors consumers costs customers dealers deﬁne demand demographic develop distribution evaluate example factors ﬁgure ﬁnance ﬁnancial ﬁnd ﬁnding ﬁrms ﬁrst ﬁt ﬁve forecast groups growth important income increase industrial market inﬂuence interviewing Kraft macroenvironment major manufacturers market segments market share marketing concept marketing environment Marketing Highlight marketing management marketing mix marketing plans marketing research marketing strategies McDonald’s middlemen million needs objectives olfer organization packaging percent personal computers position potential problem Procter & Gamble product line proﬁtable proﬁts purchase resellers response retailers sales promotion salesforce salespeople salesperson SBUs sellers selling social speciﬁc spend strategic planning sumer suppliers target market television test markets tion types wholesalers