Marketing : defined, explained, applied /
Michael Levens
- 2nd ed.
- Boston : Prentice Hall, c2012
- xi, 371 p. : col. ill. ; 28 cm.
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