Marketing: Principles and Strategy

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Product Details

  • ISBN-13: 9780030982835
  • Publisher: Dryden Press FL
  • Publication date: 8/28/1993
  • Edition number: 2
  • Pages: 771

Table of Contents

Pt. I The Marketing Process 1
Ch. 1 What is Marketing? 2
Ch. 2 Marketing in Business Organizations 36
Ch. 3 Marketing Planning 66
Pt. II Identifying Marketing Opportunities 103
Ch. 4 Marketing Opportunity in a Dynamic Environment 104
Ch. 5 Opportunity in the International Marketplace 136
Ch. 6 Marketing Opportunity Through Competitive Advantage 174
Pt. III Defining the Target Market 207
Ch. 7 Information and Research for Marketing Decisions 208
Ch. 8 Consumer Behavior 248
Ch. 9 Organizational Buyer Behavior 286
Ch. 10 Identifying and Targeting Market Segments 318
Pt. IV Developing the Marketing Mix 355
Ch. 11 Developing New Products 356
Ch. 12 Managing Brand over the Product Life Cycle 390
Ch. 13 Marketing Services by Profit and Nonprofit Firms 424
Ch. 14 Distributing Products and Services 454
Ch. 15 Retailing 488
Ch. 16 Wholesaling and Physical Distribution 518
Ch. 17 The Promotional Mix, Sales Promotions, and Publicity 550
Ch. 18 Advertising 584
Ch. 19 Personal Selling and Sales Management 620
Ch. 20 Pricing Influences and Strategies 650
Ch. 21 Pricing Methods 680
Pt. V Strategic Planning, Evaluation, and Control 711
Ch. 22 Strategic Marketing Planning 712
Ch. 23 Controlling the Marketing Effort 740
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