MARKETING - ETZEL,MICHAEL J. (NEW DELHI TMH, 2010)
Keywords: MARKETING; PART ONE: NATURE AND SCOPE OF MARKETING 1. THE FIELD OF MARKETING 2. THE DYNAMIC MARKETING ENVIRONMENT 3. GLOBAL MARKETS AND MARKETING PART TWO: IDENTIFYING AND SELECTING MARKETS 4. CONSUMER MARKETS AND BUYING BEHAVIOR 5. BUSINESS MARKETS AND BUYING BEHAVIOR 6. MARKET SEGMENTATION, TARGETING AND POSITIONING 7. MARKETING RESEARCH AND MARKET INFORMATION PART THREE: PRODUCT 8. PRODUCT PLANNING AND DEVELOPMENT 9. PRODUCT-MIX STRATEGIES 10. BRANDS, PACKAGING, AND OTHER PRODUCT FEATURES 11. SERVICES MARKETING PART FOUR: PRICE 12. PRICE DETERMINATION 13. PRICING STRATEGIES PART FIVE: DISTRIBUTION 14. CHANNELS OF DISTRIBUTION 15. RETAILING 16. WHOLESALING AND PHYSICAL DISTRIBUTION PART SIX: PROMOTION 17. INTEGRATED MARKETING COMMUNICATIONS 18. PERSONAL SELLING AND SALES MANAGEMENT 19. ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS PART SEVEN: MANAGING THE MARKETING EFFORT 20. STRATEGIC MARKETING PLANNING 21. MARKETING IMPLEMENTATION AND EVALUATION 22. MARKETING AND THE INFORMATION ECONOMY