Title:
Great answers to tough marketing questions
Author:
Smith, P. R. (Paul Russell), 1957-
ISBN:
9780749430184
Personal Author:
Publication Information:
London ; Dover, NH : Kogan Page, 1999.
Physical Description:
xv, 274 pages : illustrations ; 24 cm
General Note:
Includes index.
Contents:
Foreword / Warren Keegan -- 1. Basic Concepts and Definitions of Marketing -- 2. Segmentation, Position and the Marketing Mix -- 3. Marketing Planning -- 4. Buyer Behaviour -- 5. Marketing Research -- 6. Product Decisions -- 7. Service Decisions -- 8. Pricing Decisions -- 9. Distribution Decisions -- 10. Integrated Marketing Communications.