内容

目次

Part 1 Modern marketing: the field of marketing; the dynamic marketingenvironment; strategic marketing planning; marketing research andinformation. Part 2 Target markets: consumer markets and buyingbehaviour; business markets and buying behaviour; market segmentationand target market strategies. Part 3 Product: product planning anddevelopment; product-mix strategies; brands, packaging and otherproduct features. Part 4 Price: price determinism. Appendices:marketing math; pricing strategies. Part 5 Distribution: channels ofdistribution; retailing; wholesaling amd physical distribution. Part 6Promotion: the promotional program; personal selling and salesmanagement; advertising, sales promotion and public relations. Part 7Marketing in special fields: services marketing by for-profit andnon-profit organizations; international marketing. Part 8 Managing themarketing effort; implementation and evaluation; marketing appraisalsand prospects.