Contemporary marketing. /
David L Kurtz, H. F. Mackenzie and Kim Snow.
- 3rd Canadian ed.
- Ontario: Nelson education, 2013.
- xxvii, 543 p. + [various paging]: ill.;
Includes index.
Contents: 1.Designing customer-oriented marketing strategies: Marking: the art and science of satisfying customer -- Strategic planning in contemporary marking -- Creating an effective marketing plan -- 2. Understanding buyers and markets: Customer behavior -- Business-to-business (B2B) marketing -- Serving global markets -- 3. Target market selection: Marketing research, decision support systems, and sales forecasting -- Marketing segmentation, targeting, and positioning -- 4. Product decisions: Product and service strategies -- Developing and managing brand and product strategies -- 5. Distribution decisions: Marketing channels and supply chain management -- Retailers, wholesalers, and direct marketers -- 6.Promotional decisions: Integrated marketing communications -- Advertising and digital communications -- Personal selling and sales promotion -- 7. Pricing decisions: pricing concepts and strategies --