Principles of marketing /
Medina, Roberto G.
Principles of marketing / Roberto G. Medina - Revised Edition - Manila, Philippines : Rex Book Store, c2008 - xv, 326 pages ; 21 cm.
Includes bibliographical references and index.
CHAPTER 1. An Overview of Marketing -- 2. Consumer Behavior -- 3. The Buying Behavior of Organizational Markets -- 4. Market Segmentation and Targeting -- 5. Marketing Research and information systems -- 6. The Product -- 7. The Price -- 8. Marketing Channels -- 9. Physical distribution -- 10.T Retailing and wholesaling -- 11. Personal Selling -- 12. Advertising, Public relations and Sales Promotion -- 13. Services Marketing and Non- Business Marketing -- 14. International Marketing -- 15. Marketing Planning and control -- 16. Marketing and society -- 17. Mini-Cases.
Three new chapters are added to the original fourteen, "Consumer Behavior" , "The Buying Behavior of Organizational Markets" and "Mini-Cases".
9789712352423
MANAGEMENT
HF 5415 .M43 2008
Principles of marketing / Roberto G. Medina - Revised Edition - Manila, Philippines : Rex Book Store, c2008 - xv, 326 pages ; 21 cm.
Includes bibliographical references and index.
CHAPTER 1. An Overview of Marketing -- 2. Consumer Behavior -- 3. The Buying Behavior of Organizational Markets -- 4. Market Segmentation and Targeting -- 5. Marketing Research and information systems -- 6. The Product -- 7. The Price -- 8. Marketing Channels -- 9. Physical distribution -- 10.T Retailing and wholesaling -- 11. Personal Selling -- 12. Advertising, Public relations and Sales Promotion -- 13. Services Marketing and Non- Business Marketing -- 14. International Marketing -- 15. Marketing Planning and control -- 16. Marketing and society -- 17. Mini-Cases.
Three new chapters are added to the original fourteen, "Consumer Behavior" , "The Buying Behavior of Organizational Markets" and "Mini-Cases".
9789712352423
MANAGEMENT
HF 5415 .M43 2008