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Chapter by chapter guide

Part 1 Contemporary Marketing

Part 2 The External Marketing Environment

Part 3 Marketing Intelligence

Part 4 Consumer Buying Behavior

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

Part 6 Market Segmentation and Target Marketing

Part 7 Strategic Marketing Planning

Part 8 Product Strategy

Part 9 Product Management

Part 10 Price Strategy and Determination

Part 11 Price Management

Part 12 Distribution and Supply Chain Management

Part 13 Retailing

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

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

Part 16 Services and Not-revenue driven Marketing

Part 17 Global Marketing

Item Details:

Dialect: English

ISBN-10: 0133815722

ISBN-13: 978-0133815726

ISBN-13: 9780133815726

Creator: Keith J. Tuckwell, Marina Jaffe

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