Essentials of Marketing: Text and Cases

Abstract

Part 1: marketing perspective marketing - origin and development the marketing environment marketing and customers marketing decisions. Part 2: informations for marketing decisions the marketing information process marketing research techniques sales forecasting selection of markets. Part 3: the marketing mix the product or service pricing channels of distribution logistics marketing communications selling and sales management managing the marketing mix. Part 4: marketing wider issues social, legal and environmental aspects of marketing. Part 5: case studies an introduction to case studies marketing case study examinations case studies with specimen answers.

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