by Robert D. Hisrich


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Successful product marketing starts with research, then includes planning, packaging, pricing, advertising, promotion, and distribution. All of these steps are examined here in detail. Emphasis in this series of books is on practical day-by-day business operation and problem solving for men and women starting a company or managing an ongoing small-to-medium-size business. Problems and examples are based on realistic business situations.

Product Details

ISBN-13: 9780764114045
Publisher: Barron's Educational Series, Incorporated
Publication date: 09/28/2000
Series: Business Library Series
Edition description: 2ND
Pages: 297
Product dimensions: 5.23(w) x 7.37(h) x 0.90(d)

Table of Contents

� The Role of Marketing and Marketing Management
� The Firm and the External Marketing Environment
� Planning and Controlling the Marketing Program
� Marketing Research
� Analyzing Markets and Target Marketing
� The Marketing Organization
� Consumer, Industrial, and Government Markets
� Consumer Behavior
� Government, Industrial, Nonprofit, and Service Marketing
� International Marketing
� Innovation and Management of Products
� Branding and Packaging
� Pricing
� Physical Distribution
� Channels of Distribution: The Retail System
� Channels of Distribution: The Wholesale System
� The Promotion Program and Sales Promotion and Publicity
� Advertising
Personal Selling and Sales Management

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