Marketing / Robert D. Hisrich.
Series: Barron's business libraryPublication details: New York : Barron's, c1990.Description: 310 p. : ill. ; 20 cmISBN:- 0812041801 :
- 658.8 23 HIS
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book Open Access
|
Engineering Library | 658.8 HIS 1 (Browse shelf(Opens below)) | 1 | Available | BUML23112290 |
Table of Contents
1. The role of Marketing and marketing management
2. The firm and the external marketing environment
3. Marketing research
4. Analysing markets and target market
5. The marketing organization
6. Consumer, industrial and government market
7. Consumer behavior
9. Branding and packaging
10. Pricing
11. Physical distribution
12. Channels of distribution: The retail system
13. Channels of distribution: The whole sale system
14. The communication process and the promotion program
15. Advertising
16. Sales promotion and publicity
17. Personal selling and sales promotion
18. Government, industrial, non-profit, and service marketing
19. International marketing
20. Planning and controlling the marketing program
Includes index p. 300-310
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