Marketing. Principles & perspectives / William O., Bearden, Thomas N. Ingram, Raymond W. LaForge

Contents, name index,

Marketing in a dynamic environment, an pvervier of contemporary, the global marketing environment, marketing´s strategic role in the organization, buying behavior, consumer buying behavior and decisions making, busines to business market and buying behavior, marketing research and market segmentation, marketing research anddecisionsupport systems, market segmeentacion and targeting, product and service concepts and strategies, product and service concepts, developing new products and services, pricing concepts and strategies, marketing channels and logistics, integrated marketing communication, advertising and public relations, consumer and trade sales promotion, personal selling and sales management, direct marketing commuinications

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