A Global Perspective Verhage, Bronis. creator text at 2014 monographic eng

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xxv, 750 pages : illustrations ; 25 cm Contents: 1. Insight into marketing: What is marketing? -- Strategy development and marketing planning -- The marketing environment -- 2. Analyzing the market: Buying behaviour -- Marketing research and marketing information -- Market segmentation and positioning -- 3. Product decisions: Product strategy and services marketing -- New product development -- 4. Promotion decisions: Marketing communication strategies -- Advertising -- Sales management -- 5. Pricing decision: Pricing strategy and price determination -- 6. Distribution decisions: Distribution -- Retailing -- Global marking -- Bronis Verhage. Includes index. Marketing HF5415.V38 9781408064900 (pbk.) 2014469531 DLC 141118 20211123151818.0 18376624 eng