Mastering Marketing

Mastering Marketing

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Description

Appropriate for undergraduate Marketing courses. Mastering Marketing is an interactive multimedia CD-ROM that uses video and interactive exercises to help students link the theory they learn in class with realistic business situations. The episodes and interactive exercises on the CD are based on CanGo, a fictional e-commerce startup that sells a variety of entertainment products and services online. The episodes show students how all the functional areas of business work together to ensure the growth of the company as well as how to apply business theories to CanGo's daily operations.show more

Product details

  • CD-ROM
  • 175.3 x 231.1 x 5.1mm | 22.68g
  • Pearson Education (US)
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • 0130600113
  • 9780130600110

Table of contents

1. Marketing Concept/Strategy. 2. External and Internal Environment Analysis. 3. Understanding Consumer Behavior. 4. Understanding Business Buying Behavior. 5. Marketing Research. 6. Segmentation, Targeting and Positioning. 7. Product Strategy. 8. Services. 9. New Product Development. 10. Pricing. 11. Distribution. 12. Integrated Marketing Communications.show more