Marketing : defined, explained, applied / Michael Levens
Material type:
TextPublication details: Boston : Prentice Hall, c2012Edition: 2nd edDescription: xi, 371 p. : col. ill. ; 28 cmISBN: - 9780132177153 (pbk. : alk. paper)
- 0132177153 (pbk. : alk. paper)
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Open Shelf
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UMPLIB PEKAN | HF5415 .L48 2012 (Browse shelf(Opens below)) | 1 | Available | 0000069071 |
Includes bibliographical references and index
Explaining -- The meaning of marketing -- The market in marketing -- Planning and marketing in an organization -- A broader perspective on marketing -- Global marketing -- Creating -- Value for customers -- A perspective on consumer behavior -- Consumer insight -- The brand -- Strategizing -- Segmenting, targeting, and positioning -- The marketing plan -- Managing -- Product and service strategies -- Pricing strategies -- Supply chain and distribution strategies -- Consumer-influence strategies -- Retailing and wholesaling -- Marketing communications : advertising and sales -- Personal selling and direct marketing strategies -- Integrating -- Integrated marketing communications -- The marketing mix -- Marketing measurement