TY  - BOOK
AU  - Schwartz,David Joseph
TI  - Marketing today: a basic approach 
SN  - 0155550810
U1  - 381 22
PY  - 1973///
CY  - New York
PB  - Harcourt Brace Jovanovich
KW  - Marketing
N1  - PART ONE: AN OVERVIEW
1. The marketing functions
2.The marketing environment
3. The marketing process 


PART TWO: THE CONSUMER
4. The ultimate consumer market 
5. Demographic characteristics of ultimate consumers
6. Purchasing power and the ultimate consumer 
7. Ultimate-Consumer motivation, part I.
8. Ultimate-Consumer motivation, part II.
9. Industrial users 

PART THREE. DISTRIBUTION
10. Introduction to retailing
11. Retailing practices 
12. Wholesaling and wholesale institutions
13. Channel management

PART FOUR THE WORK OF MARKETING : RESEARCH , PRODUCT DECISIONS AND PHYSICAL DISTRIBUTION
14. Marketing research and information systems
15. Product planning 
16. Packaging and branding
17. Physical distribution and inventory management

PART FIVE THE WORK OF MARKETING: COMMUNICATIONS
18. Communication through personal selling 
19. Communication through advertising 
20. Communication through sales promotion and public relations 

PART SIX. THE WORK OF MARKETING: PRICING
21. Fundamental pricing considerations 
22. Pricing methods 
23. Pricing in practice

PART SEVEN. SPECIAL SITUATIONS
24. The marketing of services 
25. The government market 
26. International marketing  

PART EIGHT. SOCIAL AND POLITICAL ISSUES 
27. The social responsibility of marketing
28. Legislative considerations in marketing

PART NINE. PRODUSCTIVITY 
29. The measurement and improvement of marketing productivity
ER  -