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Contemporary Marketing

By: Contributor(s): Material type: TextTextLanguage: Eng Publication details: India Cengage Learning Hoaki 2019Edition: 18thDescription: 399ISBN:
  • 9789355738479
Subject(s): DDC classification:
  • 658.8 BOO
Summary: Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES. 1. Marketing: The Art and Science of Satisfying Customers. 2. Strategic Planning in Contemporary Marketing. 3. The Marketing Environment, Ethics, and Social Responsibility. 4. E-Business: Managing the Customer Experience. 5. Social Media: Living in the Connected World. Part II: UNDERSTANDING BUYERS AND MARKETS. 6. Consumer Behavior. 7. Business Markets and Buying Behavior. 8. Global Marketing. Part III: TARGET MARKET SELECTION. 9. Market Segmentation, Targeting, and Positioning. 10. Marketing Research. Part IV: PRODUCT DECISIONS. 11. Product and Branding Concepts. 12. Developing and Managing Products. Part V: PRICING DECISIONS. 13. Pricing Concepts. 14. Pricing Strategies. Part VI: DISTRIBUTION DECISIONS. 15. Distribution Channels and Supply Chain Management. 16. Retailing and Direct Marketing. Part VII: PROMOTIONAL DECISIONS. 18. Integrated Marketing Communications, Advertising, and Public Relations. 19. Personal Selling and Sales Promotion.
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Item type Current library Call number Status Barcode
Books School of Fashion Technology 658.8 BOO (Browse shelf(Opens below)) Available (not for issue) SOFT-BK-4346

Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. E-Business: Managing the Customer Experience.
5. Social Media: Living in the Connected World.
Part II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business Markets and Buying Behavior.
8. Global Marketing.
Part III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research.
Part IV: PRODUCT DECISIONS.
11. Product and Branding Concepts.
12. Developing and Managing Products.
Part V: PRICING DECISIONS.
13. Pricing Concepts.
14. Pricing Strategies.
Part VI: DISTRIBUTION DECISIONS.
15. Distribution Channels and Supply Chain Management.
16. Retailing and Direct Marketing.
Part VII: PROMOTIONAL DECISIONS.
18. Integrated Marketing Communications, Advertising, and Public Relations.
19. Personal Selling and Sales Promotion.

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