foundations and applications Siegel, Carolyn F. creator text bibliography ilu Chicago Irwin/Mirror Press 1996 monographic eng

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(various paging) : ill. (some col.) ; 26 cm. Contents: 1. Introduction: market place, decision making, and consumers: An introduction to marketing -- Making marketing decisions- developing marketing plan -- Segmenting the market: consumer buying decisions -- 2. Market analysis-- a broader perspective: The marketing environment -- Multicultural and international marketing -- Marketing research and information technology -- 3. The marketing mix: Understanding product -- Product processes -- Understanding price -- Place; the role of retailing -- Place; Distribution and wholesaling -- Understanding promotion -- The promotion mix; advertising, sales promotion, personal selling, public relation, and direct marketing --4. Extending marketing: Extending marketing: marketing services and not-for-profit marketing -- managing marketing -- Carolyn F. Siegel. Includes bibliographical references and indexes. Marketing HF5415.S46 658.8 0256162980 (alk. paper) 9780256162981 95004179 DLC 950202 20211124142150.0 2085918