Marketing: Defined, Explained, Applied

By Michael Levens

Book Overview

A unique and valuable text for those wishing to expand their knowledge of marketing principles. KEY TOPICS: The Meaning of Marketing; The Market in Marketing; Planning and Marketing in an Organization; A Broader Perspective on Marketing; Global Marketing; Value for Customers; A Perspective on Consumer Behavior; Consumer Insight; The Brand; Segmenting, Targeting, and Positioning; The Marketing Plan; Product and Service Strategies; Pricing Strategies; Supply Chain and Distribution Strategies; Retailing and Wholesaling; Marketing Communications: Advertising and Sales Promotion; Personal Selling and Direct Marketing Strategies; Integrated Marketing Communications; The Marketing Mix; Marketing Measurement MARKET For anyone interested in understanding fundamental marketing principles and practices.

• Format: Paperback
• Language: English
• ISBN: 0132177153
• ISBN13: 9780132177153
• Release Date: January 2011
• Publisher: Pearson
• Length: 384 Pages
• Weight: 8.47 lbs.
• Dimensions: 0.6" x 8.4" x 10.7"