Fundamentals of marketing. / William J. Stanton, Michael J. Etzel, Bruce J. Walker
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TextPublication details: London: McGraw Hill, 1994.Edition: 10th edDescription: xxi, 697 p. : ill. (chiefly col.)ISBN: - 0070610150
- dc20 658.8
- HF5415.S74
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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 |
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| HG4026.B66(6e) Principles of corporate finance. / | HF1416.D69(5e) International marketing strategy: analysis, development, and implementation. / | HF1416.D691(5e) International marketing strategy: analysis, development, and implementation. / | HF5415.S74(10e) Fundamentals of marketing. / | HF1416.C372(13e) International marketing. / | HF5415.K454(5e) Marketing: the core . / | HD57.7.L56(2e) Linkage Inc's best practices in leadership development handbooks: case studies, instruments, training. / |
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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