-- 3. The Concept of Strategy -- 4. The Three Management Levels of Strategic Communication -- 5. Ethics

the concepts (to satisfy customer wants and needs while meeting company objectives) in a Southern

communication strategy -- Implementing marketing communication mix strategies -- Pricing concepts and setting

and targeting markets -- Marketing Research -- Part 3: Product decisions -- Product concepts

communication. This new edition is written in a more accessible way to assist students to grasp new concepts

intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods

mathematical techniques as simply more detailed specifications of these concepts"--Provided by publisher.

-- Advertising and public relations -- Sales promotion and personal selling -- Pricing concepts -- Setting the

strategy -- Implementing marketing communication mix strategies -- Pricing concepts and setting the right

. Among the learning aids in the book are: concept previews; marketing stories; concept and key term

local marketing legends. Personal anecdotes illustrate key concepts, while the main focus of the book is

consumer behaviour concepts, research and applied marketing examples.