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Table of Content: SECTION I/ ESSENTIALS OF MARKETING
Part A – Introduction
Chapter 1: Strategic Planning and the Marketing Management Process
Part B – Marketing Information, Research, and Understanding
Chapter 2: Marketing Research: Process and Systems for Decision Making
Chapter 3: Consumer Behavior
Chapter 4: Business, Government, and Institutional Buying
Chapter 5: Market Segmentation
Part C – The Marketing Mix
Chapter 6: Product and Brand Strategy
Chapter 7: New Product Planning and Development
Chapter 8: Integrated Marketing Communications
Chapter 9: Personal Selling, Relationship Building, and Sales Management
Chapter 10: Distribution Strategy
Chapter 11: Pricing Strategy
Part D – Marketing in Special Fields
Chapter 12: The Marketing of Services
Chapter 13: Global Marketing
SECTION II/ ANALYSING MARKETING PROBLEMS AND CASES
SECTION III/ FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV/ MARKETING MANAGEMENT CASES
SECTION V/ STRATEGIC MARKETING CASES
SECTION VI/ DEVELOPING MARKETING PLANS
Product Details: Language: English
ISBN-10: 1133494684
ISBN-13: 978-1133494683
ISBN-13: 9781133494683
Author: Timothy W.Koch, S.Scott MacDonald
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