Principles of marketing

Abstract

Part I: An introduction to marketing. Marketing: an overview. The marketing environments. Marketing mangement and strategic planning. Part II: Understanding the market-place. The marketing research process and the marketing information systems. Consumer buyer behavior. Organizational markets and buyer behavior. Market segmentation and target marketing. Part III: Product planning and decisions. Product concepts. Product planning and development. Part IV: Distribution planning and decisions. Marketing channels. Physical distribution. Retail and wholesale institutions. Part V: Promotion planning decisions. Promotion. Advertising and publicity. Personnel selling and sales promotion. Part VI: Price planning and decisions. Price concepts. Price determination. Part VII: Special growth opportunities. International marketing. Services marketing. Non-profit marketing. Part VIII: Marketing organization, Evaluation and the future. Executing the marketing plan. Evaluation, ethics and the future of marketing.