Marketing: defined, explained, applied

by Levens, Michael

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Title Statements

Full title :Marketing : defined, explained, applied / Michael Levens.

Edition Statements

Publication Date:©2014
Edition:Second edition

Publication Statements

Publisher(s):Pearson Educational Liminted
Place of Publication:Harlow, United Kingdom
Language:eng
Publication Date:©2014

The Physical Object

Description:1 online resource (347 pages)

Edition Identifiers

ISBN:9781292054124, 1292054123
oclc:on1003233978
LC Classification:HF5415
Dewey Decimal:658.8

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.

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