BME: marketing Sb 1st Edition - Paper
Aimed at students of business management and also at practising managers, this series covers the five main areas of - marketing, finance, personnel, production and operations, and language reference. Each of the four management books is based around those areas essential for learners who need to develop their knowledge of management principles and practices, together with business communication skills. All the management books draw on mainstream management texts used for teaching and on course throughout the world. The book covers: the role of marketing; analysis of market opportunities; buyer behaviour and market segmentation; product development and management; pricing; placing; promotion; and international marketing.
- Paperback | 200 pages
- 188 x 236 x 10mm | 281.23g
- 01 Jan 1992
- Pearson Education (US)
- Prentice Hall
- Upper Saddle River, United States
Table of contents
Part 1 The role of marketing: what is marketing; marketing planning. Part 2 Analysis of market opportunities: market research; the market environment. Part 3 Buyer behaviour and market segmentation: buyer behaviour; market segmentation. Part 4 Products: product type and mix decisions; product development decisions. Part 5 Pricing: factors to consider when setting prices; pricing strategies. Part 6 Placing: distribution channels; wholesaling and retailing. Part 7 Promotion: communication and advertising; personal selling. Part 8 International marketing; global versus local marketing.