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Contemporary marketing / Louis E. Boone , David L. Kurtz.

By: Contributor(s): Material type: TextTextPublisher: Mason, Ohio : Thomson/South-Western, 2005Edition: Eleventh editionDescription: li, 599, [96] pages : illustrations ; 28 cm + 4 computer disc (4 3/4 inch)Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0324221924 (pbk.)
Subject(s): DDC classification:
  • 21 658.8 B.L.C.
Contents:
Part 1. Designing customer-oriented marketing strategies -- Customer-driven marketing -- Strategic planning and the marketing process -- The marketing environment, ethics and social responsibility -- Global dimensions of marketing -- Part 2. Managing technology and information to achieve marketing success -- E-commerce: electronic marketing and the internet for Dot.com and brick-and-mortar marketers -- Relationship marketing and customer relationship management (CRM) -- Marketing research, decision-support systems and sales forecasting. Part 3. Market segmentation and customer behavior -- Market segmentation, targeting and positioning -- Consumer behavior -- Business-to-business (B2B) marketing. Part 4. Product strategy -- Product strategies -- Category and brand management, product identification and new-product planning. Part 5. Pricing strategy -- Price determination -- Managing the pricing function. Part 6. Distribution strategy -- Marketing channels, logistics and supply chain management -- Direct marketing and marketing resellers: retainers and wholesalers -- Promotional strategy -- Integrated marketing communications -- Advertising, sales promotion and public relations -- Personal selling and sales-force management.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 B.L.C. (Browse shelf(Opens below)) Available 00001348

Includes bibliographical references and indexes.

Part 1. Designing customer-oriented marketing strategies --
Customer-driven marketing --
Strategic planning and the marketing process --
The marketing environment, ethics and social responsibility --
Global dimensions of marketing --
Part 2. Managing technology and information to achieve marketing success --
E-commerce: electronic marketing and the internet for Dot.com and brick-and-mortar marketers --
Relationship marketing and customer relationship management (CRM) --
Marketing research, decision-support systems and sales forecasting. Part 3. Market segmentation and customer behavior --
Market segmentation, targeting and positioning --
Consumer behavior --
Business-to-business (B2B) marketing. Part 4. Product strategy --
Product strategies --
Category and brand management, product identification and new-product planning. Part 5. Pricing strategy --
Price determination --
Managing the pricing function. Part 6. Distribution strategy --
Marketing channels, logistics and supply chain management --
Direct marketing and marketing resellers: retainers and wholesalers --
Promotional strategy --
Integrated marketing communications --
Advertising, sales promotion and public relations --
Personal selling and sales-force management.

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