Basic Marketing Management
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- Wiley
More About This Title Basic Marketing Management
English
Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies.
English
The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Measuring and Forecasting Market Opportunities.
Product Development and Testing.
Product and Brand Management.
Services Marketing.
Pricing.
Selecting and Managing Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning and Implementation.
Appendix.
Subject Index.
