Principles of Marketing
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Abstract
Part 1 Marketing and the environment: introduction to marketing the marketing environment marketing planning global marketing. Part 2 The marketplace: Segmentation, targeting and positioning consumer buying behaviour business markets and organizational buying behaviour information for marketing decision making. Part 3 Product: basic product concepts product development and management. Part 4 Distribution: channels of distribution wholesaling and physical distribution retailing. Part 5 Promotion: communication strategies advertizing, sales promotion, and publicity personal selling. Part 7 Specific marketing situations: marketing of services marketing in non-profit organizations.