Marketing: Principles and Strategy / Edition 2

Marketing: Principles and Strategy / Edition 2

by Henry Assael

Product Details

Dryden Press FL
Publication date:
SB - Marketing Education Series
Edition description:
2nd ed
Product dimensions:
8.27(w) x 10.24(h) x (d)

Table of Contents

Pt. IThe Marketing Process1
Ch. 1What is Marketing?2
Ch. 2Marketing in Business Organizations36
Ch. 3Marketing Planning66
Pt. IIIdentifying Marketing Opportunities103
Ch. 4Marketing Opportunity in a Dynamic Environment104
Ch. 5Opportunity in the International Marketplace136
Ch. 6Marketing Opportunity Through Competitive Advantage174
Pt. IIIDefining the Target Market207
Ch. 7Information and Research for Marketing Decisions208
Ch. 8Consumer Behavior248
Ch. 9Organizational Buyer Behavior286
Ch. 10Identifying and Targeting Market Segments318
Pt. IVDeveloping the Marketing Mix355
Ch. 11Developing New Products356
Ch. 12Managing Brand over the Product Life Cycle390
Ch. 13Marketing Services by Profit and Nonprofit Firms424
Ch. 14Distributing Products and Services454
Ch. 15Retailing488
Ch. 16Wholesaling and Physical Distribution518
Ch. 17The Promotional Mix, Sales Promotions, and Publicity550
Ch. 18Advertising584
Ch. 19Personal Selling and Sales Management620
Ch. 20Pricing Influences and Strategies650
Ch. 21Pricing Methods680
Pt. VStrategic Planning, Evaluation, and Control711
Ch. 22Strategic Marketing Planning712
Ch. 23Controlling the Marketing Effort740

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