Effective Marketing: Creating and Keeping Customers

Abstract

The nature of marketing marketing management - strategy and ethical behaviour the macro-environment the micro-environment global information systems and marketing research consumer behaviour - decision-making processes and influences business markets and organizational buying market segmentation and positioning strategies product concepts for goods, services and ideas new product and the product life-cycle strategies the nature of the value chain and distribution systems retailing and wholesaling of goods and services marketing communications and promotion strategy advertising and public relations personal selling, sales management and sales promotion introduction to pricing concepts pricing strategy and tactics.

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