TY  - BOOK
AU  - Go, Josiah 
TI  - Fundamentals of marketing in the Philippine setting
SN  - 9719186054
AV  - HF 5415.12.P6 .G6 2001 
PY  - 2001///
CY  - Manila, Philippines
PB  - Josiah and Coralina Go Foundation, Inc.
KW  - MARKETING
KW  - MARKETING (PHILIPPINES)
N1  - "Understand the critical role of the marketing mix in the success of a company's products and brands!"
"Officially endorsed by: Philippine Marketing Association, Association of Marketing Educators."; Includes bibliographical references and index; Preface 33 -- Acknowledgement 4 -- Dedication 5 -- Marketing: An Introduction 15 -- Market Segmentation 49 -- Product Strategy 97 -- Costumer Service Strategy 189 -- Pricing Strategy 217 -- Distribution Strategy and the strategic selling cycle 253 -- Advertising Strategy 279 -- Sales Promotion Strategy 301 -- Putting It All Together: Diary of a Marketing Man 327 -- References 336 -- Appendix 339 -- Glossary of Terms 341 <b> Index 348
N2  - Contained in these pages are hundreds of Philippine-based examples updated for the reading pleasure of university students taking Principles of Marketing as well as neophyte marketing practitioners
ER  -