Schwartz, David Joseph. <br/><br/>
Marketing today;  a basic approach / 
David J. Schwartz. 
 - New York :  Harcourt Brace Jovanovich,  c1973 
 - xix, 716 p. :  ill. ;  24 cm. 
<br/><br/> PART ONE: AN OVERVIEW<br/>1. The marketing functions<br/>2.The marketing environment<br/>3. The marketing process <br/><br/><br/>PART TWO: THE CONSUMER<br/>4. The ultimate consumer market <br/>5. Demographic characteristics of ultimate consumers<br/>6. Purchasing power and the ultimate consumer <br/>7. Ultimate-Consumer motivation, part I.<br/>8. Ultimate-Consumer motivation, part II.<br/>9. Industrial users <br/><br/>PART THREE. DISTRIBUTION<br/>10. Introduction to retailing<br/>11. Retailing practices <br/>12. Wholesaling and wholesale institutions<br/>13. Channel management<br/><br/>PART FOUR THE WORK OF MARKETING : RESEARCH , PRODUCT DECISIONS AND PHYSICAL DISTRIBUTION<br/>14. Marketing research and information systems<br/>15. Product planning <br/>16. Packaging and branding<br/>17. Physical distribution and inventory management<br/><br/>PART FIVE THE WORK OF MARKETING: COMMUNICATIONS<br/>18. Communication through personal selling <br/>19. Communication through advertising <br/>20. Communication through sales promotion and public relations <br/><br/>PART SIX. THE WORK OF MARKETING: PRICING<br/>21. Fundamental pricing considerations <br/>22. Pricing methods <br/>23. Pricing in practice<br/><br/>PART SEVEN. SPECIAL SITUATIONS<br/>24. The marketing of services <br/>25. The government market <br/>26. International marketing  <br/><br/>PART EIGHT. SOCIAL AND POLITICAL ISSUES <br/>27. The social responsibility of marketing<br/>28. Legislative considerations in marketing<br/><br/>PART NINE. PRODUSCTIVITY <br/>29. The measurement and improvement of marketing productivity  
<br/><br/><label>ISBN: </label>0155550810 
<br/><br/><label>LCCN: </label>72093696  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>381  / SCH