Marketing
Textbook
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$ 143.49
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Effective Marketing with InfoTrac College Edition, 3rd Edition
ISBN-10: 032406392X ISBN-13: 9780324063929
592 Pages
© 2002 Published
- Overview
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- Table of Contents
Table of Contents
1. The Nature of Marketing. 2. Marketing Management: Strategy and Ethical Behavior. 3. Environmental Forces in an E-commerce World: The Macroenvironment. 4. The Microenvironment in an Era of Global Business. 5. Information Technology and Marketing Research. 6. Consumer Behavior. 7. Business Markets and Organizational Buying. 8. Market Segmentation, Targeting, and Positioning Strategies. 9. Basic Concepts for Goods, Services, and Ideas. 10. Strategies for New Products and the Product Life Cycle. 11. The Nature of Supply Chain and Distribution. 12. Retailing, Direct Marketing, and Wholesaling. 13. Integrated Marketing Communications. 14. Advertising and Public Relations in an E-Commerce World. 15. Personal Selling, Sales Management and Sales Promotion. 16. Introduction to Pricing Concepts. 17. Pricing Strategy and Tactics. Appendix A. Using the Internet. Appendix B. Marketing Arithmetic for Business Analysis. Appendix C. The Marketing Audit.