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Chapter by chapter guide

Section 1 Contemporary Marketing

Section 2 The External Marketing Environment

Section 3 Marketing Intelligence

Section 4 Consumer Buying Behavior

Section 5 Business-to-Business Marketing and Organizational Buying Behavior

Section 6 Market Segmentation and Target Marketing

Section 7 Strategic Marketing Planning

Section 8 Product Strategy

Section 9 Product Management

Section 10 Price Strategy and Determination

Section 11 Price Management

Section 12 Distribution and Supply Chain Management

Section 13 Retailing

Section 14 Integrated Marketing Communications: Media Advertising and Emerging Media Platforms

Section 15 IMC: Sales Promotion, Public Relations, Experiential Marketing and Personal Selling

Section 16 Services and Not-revenue driven Marketing

Part 17 Global Marketing

Item Details:

Dialect: English

ISBN-10: 0132918943

ISBN-13: 978-0132918947

ISBN-13: 9780132918947

Creator: Keith J Tuckwell

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