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Fundamentals of marketing. / William J. Stanton, Michael J. Etzel, Bruce J. Walker

By: Contributor(s): Material type: TextPublication details: London: McGraw Hill, 1994.Edition: 10th edDescription: xxi, 697 p. : ill. (chiefly col.)ISBN:
  • 0070610150
Subject(s): DDC classification:
  • dc20 658.8
LOC classification:
  • HF5415.S74
Contents:
Contents: 1. Modern marketing and its environment: The field of marketing -- The changing marketing environment -- Strategic planning and forecasting -- Marketing research and information -- 2.Target markets: Market segmentation and target-market strategies -- Consumer buying behavior -- The business market -- 3. Product: Product planning and development -- Product-mix strategies -- Brands, packaging, and other product features -- 4. Price: Price determination -- Pricing strategies -- 5. Distribution; Channel of distribution -- Retailing -- Wholesale and physical distribution -- 6. Promotion: The promotional program -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- 7. Marketing in special fields: Services marketing by for-profit and non profit organization -- International marketing -- 8. Managing the marketing effort: Marketing implementation and evaluation -- Marketing; appraisal and prospects --
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5415.S74(10e) (Browse shelf(Opens below)) Available K/1608/1608/19

Includes index

Contents: 1. Modern marketing and its environment: The field of marketing -- The changing marketing environment -- Strategic planning and forecasting -- Marketing research and information -- 2.Target markets: Market segmentation and target-market strategies -- Consumer buying behavior -- The business market -- 3. Product: Product planning and development -- Product-mix strategies -- Brands, packaging, and other product features -- 4. Price: Price determination -- Pricing strategies -- 5. Distribution; Channel of distribution -- Retailing -- Wholesale and physical distribution -- 6. Promotion: The promotional program -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- 7. Marketing in special fields: Services marketing by for-profit and non profit organization -- International marketing -- 8. Managing the marketing effort: Marketing implementation and evaluation -- Marketing; appraisal and prospects --

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