Marketing /

Giles, G. B.

Marketing / G. B. Giles. - 5th edition - London : Macdonald & Evans, c1990. - x, 294 p. ; 22 cm. - The M. & E. handbook series .

CONTENTS

PART ONE: WHAT IS MARKETING ABOUT?
Marketing defined
Consumer behavior
Marketing research

PART TWO: PRODUCT POLICY AND MARKETING MIX
Product policy and planning
pricing and demand
Advertising and promotion: objectives and institutions
Advertising and promotion: campaign planning and evaluation

PART THREE: ORGANISATION FOR MARKETING
Organization and control
channels of distribution
sales management
specific markets: the marketing of industrial goods and services
International marketing


Includes index

0712110224


Marketing--Management.
Marketing.

658.8 / GIL