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
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