Marketing :
Marketing : a practical approach / Peter Rix. - 5th ed. - Boston : McGraw Hill, 2004. - xxvi, 558 p. : ill. ; 24 cm.
Includes bibliographical references.
The field of marketing -- The marketing environment -- Gathering marketing information -- Market segmentation, targeting and positioning -- Understanding the consumer market -- Understanding the business market -- The international market -- Product planning and development -- Product-management strategies -- Services marketing strategies -- Pricing strategies -- Distribution strategies -- Retailing and wholesaling -- The promotional program -- Strategic marketing -- Marketing implementation and evaluation -- Key indicators of marketing performance -- Marketing ethics -- Marketing on the internet.
9780074712
76013091
Marketing.
HF5415 / .R5 2004