| Description |
651 pages : illustrations ; 28 cm |
| Contents |
Marketing -- Company and marketing strategy : partnering to build customer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Segmentation, targeting, and positioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Pricing products : pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing -- Creating competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing and society : social responsibilityand marketing ethics |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing.
|
| Author |
Armstrong, Gary (Gary M.)
|
| LC no. |
2004029593 |
| ISBN |
0131469185 |
|
