Contemporary marketing. / Louis E Boone; David L Kurtz
Material type:
TextPublication details: Mason, Ohio : Thomson South-Western, 2010.Edition: 14th edDescription: xxxii, 670 p. + [various pagings]: illISBN: - 9780324582031
- HF5415.B63
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.B72(14e) (Browse shelf(Opens below)) | Available | K/972/972/19 |
Includes index.
Contents: 1. Designing customer-oriented marketing strategies: marketing - Strategic planning in contemporary marketing -- The marketing environment, ethics and social responsibility -- E-business: managing the customer experience -- 2. Understanding buyers and markets: Consumer behavior -- Business to business (B2B) marketing -- 3. Target market selection: Marketing research and sales forecasting -- Market segmentation, targeting, and positioning -- Relationship marketing and customer relationship management (CRM) -- 4. Product decisions: Product and service strategies -- Developing and managing brand and product categories -- 5. Distribution decisions: Marketing channels and supply chain management -- Retailers, wholesalers, and direct marketers -- 6. Promotional decisions: Integrated marketing communications -- -- Advertising and public relations -- Personal selling and sales promotion -- 7. Pricing decisions: Pricing concepts - Pricing strategies --
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