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Understanding marketing / Mark A.P. Davies.

By: Davies, Mark A. PMaterial type: TextTextPublication details: New York : Prentice Hall, 1997. ISBN: 0134904672Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415
Contents:
1. Introduction to Marketing -- 2. Marketing Planning, the Environment and Competitive Strategy -- 3. Marketing Research -- 4. Targeting, Segmentation and Positioning -- 5. Consumer and Organisational Buyer Behaviour -- 6. Managing the Product in the Marketing Mix -- 7. Pricing -- 8. Distribution -- 9. Marketing Communications 1: Advertising and Sales Promotion -- 10. Marketing Communications 2: Public Relations, Personal Selling and Direct Mail -- 11. International Marketing -- 12. Services Marketing -- Multiple Choice Questions.
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Enhanced descriptions from Syndetics:

Includes bibliographical references and index.

1. Introduction to Marketing -- 2. Marketing Planning, the Environment and Competitive Strategy -- 3. Marketing Research -- 4. Targeting, Segmentation and Positioning -- 5. Consumer and Organisational Buyer Behaviour -- 6. Managing the Product in the Marketing Mix -- 7. Pricing -- 8. Distribution -- 9. Marketing Communications 1: Advertising and Sales Promotion -- 10. Marketing Communications 2: Public Relations, Personal Selling and Direct Mail -- 11. International Marketing -- 12. Services Marketing -- Multiple Choice Questions.

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