Marketing: Principles and Strategy

This is Not Available through BN.com
Sending request ...

More About This Book

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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)