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Basic Marketing Management - Text Only

Basic Marketing Management - Text Only - 2nd edition

ISBN13: 978-0471353928

Cover of Basic Marketing Management - Text Only 2ND 00 (ISBN 978-0471353928)
ISBN13: 978-0471353928
ISBN10: 0471353922
Cover type: Paperback
Edition/Copyright: 2ND 00
Publisher: John Wiley & Sons, Inc.
Published: 2000
International: No

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Basic Marketing Management - Text Only - 2ND 00 edition

ISBN13: 978-0471353928

Douglas J. Dalrymple and Leonard J. Parsons

ISBN13: 978-0471353928
ISBN10: 0471353922
Cover type: Paperback
Edition/Copyright: 2ND 00
Publisher: John Wiley & Sons, Inc.

Published: 2000
International: No
Summary

This popular, brief book focuses on all aspects of planning, coordinating, and executing marketing strategy, including all the main terms and concepts associated with marketing management.

Author Bio

Dalrymple, Douglas J. : Indiana University at Bloomington


Parsons, Leonard J. : Georgia Institute of Technology

Table of Contents

The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.


Index.

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