Marketing : defined, explained, applied / Michael Levens.

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Bibliographic Details
Main Author: Levens, Michael (Author)
Language:English
Published: Boston : Prentice Hall, [2012]
Copyright Date:©2012
Edition:Second edition.
Subjects:
Marketing.
Physical Description:xi, 371 pages : color illustrations ; 28 cm
Format: Book
Contents:
  • Explaining
  • The meaning of marketing
  • The market in marketing
  • Planning and marketing in an organization
  • A broader perspective on marketing
  • Global marketing
  • Creating
  • Value for customers
  • A perspective on consumer behavior
  • Consumer insight
  • The brand
  • Strategizing
  • Segmenting, targeting, and positioning
  • The marketing plan
  • Managing
  • Product and service strategies
  • Pricing strategies
  • Supply chain and distribution strategies
  • Consumer-influence strategies
  • Retailing and wholesaling
  • Marketing communications : advertising and sales
  • Personal selling and direct marketing strategies
  • Integrating
  • Integrated marketing communications
  • The marketing mix
  • Marketing measurement.