01637nam a22002177a 4500 160516b xxu||||| |||| 00| 0 eng d 0070860459 HF5415.M293 Berkowitz, Eric N. Marketing. / Eric N. Berkowitz 4th ed. Toronto: McGraw-Hill, 2000. xxviii,697p.: ill.; Includes index Contents:Initiating the marketing process: Marketing: a focus on customer relationships and value -- Linking marketing and corporate strategies --The changing marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets: Global marketing and world trade -- Consumer behavior-- Organizational markets and buyer behavior -- Targeting marketing opportunities: Interactive marketing and electronic commerce --Turning marketing information into action -- Market segmentation, targeting and positioning -- Satisfying marketing opportunities: Developing new products and services -- Managing products and brands -- Managing services -- Pricing:Relating objectives to revenues and costs -- Pricing:arriving at the final price -- Marketing channels and wholesaling -- Supply chain and logistics management --Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales, promotion, and public relations -- Personal selling and sales management -- Managing the market process: The strategic marketing process. Crane, Frederick G. Kerin, Roger A. Hartley, Steven W. Rudelius, William lcc BK 5930 13430 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2016-05-16 0 HF5415.M293 8133/095/16 2016-05-16 00:00:00 1 2016-05-16 BK