Marketing. / Charles W. Lamb et. al...
Material type:
TextPublication details: Toronto: Nelson Education, 2009.Edition: 4th edDescription: xxv, 641p. ill. 28cmISBN: - 139780176471835
- HF5415.L2624
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.L2624 (Browse shelf(Opens below)) | Available | 7487/515/13 |
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| HF5415 .K6361 Principles of marketing / | HF5415 .K6362 Principles of marketing / | HF5415 .K6363 Principles of marketing / | HF5415.L2624 Marketing. / | HF5415.M293 Marketing. / | HF5415.M34 Marketing: 04/05: annual editions. / | HF5415 .O974 The Oxford textbook of marketing. / |
Includes index
Contents: The World of marketing: An Overview of marketing -- Strategic planning for competitive advantage -- Ethics and the marketing environment -- Analyzing marketing opportunities: Consumer decision making -- Business marketing -- Segmenting and targeting marketing -- Decision support systems and marketing research -- Product decisions: Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Distribution decisions: Marketing channels and supply chain management -- Retailing -- Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Sales promotion and personal selling -- Pricing decisions: Pricing concepts -- Setting the right price -- Managing marketing-created relationships: Customer relationship management -- Internet marketing.
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