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Introducing Marketing

Introducing Marketing

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  • ISBN:9780471790792
  • Editorial: Wiley & Sons Ltd.
  • Fecha de la edición:
  • Encuadernación:Rústica
  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:384
  • Idiomas:Ingles,Inglés

Materias:

From advertising and public relations to selling and packaging, marketing plays a key role in almost every business process. This book drills down to the basics, providing readers with a better understanding of the vital role that this discipline plays throughout a company. They'll discover the critical concepts and ideas utilized in each process, then they'll learn how to apply the tools and techniques to real business situations.

Introducing Marketing
Part I: Business Marketing
1. Making Marketing Happen
2. The Marketing Plan

Part II: Analyzing Marketing Opportunities
3. Knowing Consumers
4. Segmenting and Targeting Markets
5. Marketing Research

Part III: Product and Distribution
6. Developing and Managing Products
7. Marketing Channel Management
8. Retailing
9. Pricing
Part IV: Advertising and Promotion
10. Marketing Communications and Personal Selling
11. Advertising
12. Publicity, Public Relations, and Sales Promotions
13. Internet Marketing


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