Introduction to Marketing: Theory and Practice
Published 16 April 2003
Adrian Palmer
Citations114
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Abstract
MARKETING: THE FUNDAMENTALS 1. What is Marketing? 2. The Marketing Environment UNDERSTANDING CUSTOMERS 3. Buyer Behaviour and Relationship Development 4. Marketing Research 5. Segmentation and Positioning DEVELOPING THE MARKETING MIX 6. Competitor Analysis and the Development of a Brand 7. Developing the Product 8. Pricing 9. Distribution 10. Introduction to Promotion Planning 11. Developing the Promotion Mix BRINGING IT TOGETHER 12. Managing the Marketing Effort 13. The Marketing of Services 14. Global Marketing
Keywords
Business, Management and Accounting