Principles of marketing / Louis E. Boone and David L. Kurtz
Material type:
TextPublication details: Andover : Cengage, c2013Description: xvii, 427 pages : illustrations ; 26 cmISBN: 9781285918914Subject(s): MARKETINGLOC classification: HF 5415 .B66 2013
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5415 .B66 2013 (Browse shelf (Opens below)) | c.1 | Available | NULIB000008684 |
Chapter 1. Marketing: The art and science of satisfying customers --
Chapter 2. The marketing environment, ethics, and social responsibility --
Chapter 3. Consumer behavior --
Chapter 4. Marketing research and sales forecasting --
Chapter 5. Market segmentation, targeting, and positioning --
Chapter 6. Product and service strategies --
Chapter 7. Pricing concepts --
Chapter 8. Pricing strategies --
Chapter 9. Marketing channels and supply chain management --
Chapter 10. Retailers, wholesalers, and direct marketers --
Chapter 11. Integrated marketing communications, advertising and public relations --
Chapter 12. Personal selling and sales promotion.
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