Principles of marketing : a skill-building approach /
Thuo, Kuria J.
Principles of marketing : a skill-building approach / J Kuria Thuo - 2nd Edition. - Nairobi, Kenya : Acrodile Publishing Limited, c2008. - x, 175 p. : ill. , 25 cm.
includes bibliographical references.
Introduction to marketing -- The marketing environment -- Consumer buyer behaviour -- Organisational buyer behaviour -- The marketing information system --Market segmentation, targeting and positioning -- The concept of marketing mix -- Product decisions -- Branding, packaging and labelling decisions -- Services marketing -- Distribution decisions -- Promotion decisions -- Pricing decisions -- Strategic marketing planning -- Customer relationship management
9789966724946
HF5415 .T48 2008
Principles of marketing : a skill-building approach / J Kuria Thuo - 2nd Edition. - Nairobi, Kenya : Acrodile Publishing Limited, c2008. - x, 175 p. : ill. , 25 cm.
includes bibliographical references.
Introduction to marketing -- The marketing environment -- Consumer buyer behaviour -- Organisational buyer behaviour -- The marketing information system --Market segmentation, targeting and positioning -- The concept of marketing mix -- Product decisions -- Branding, packaging and labelling decisions -- Services marketing -- Distribution decisions -- Promotion decisions -- Pricing decisions -- Strategic marketing planning -- Customer relationship management
9789966724946
HF5415 .T48 2008