Fundamentals of marketing in the Philippine setting /
Go, Josiah
Fundamentals of marketing in the Philippine setting / Josiah Go - Manila, Philippines : Josiah and Coralina Go Foundation, Inc., c2001 - 358 pages : illustrations ; 23 cm.
"Understand the critical role of the marketing mix in the success of a company's products and brands!" "Officially endorsed by: Philippine Marketing Association, Association of Marketing Educators."
Includes bibliographical references and index.
Preface 33 -- Acknowledgement 4 -- Dedication 5 -- Marketing: An Introduction 15 -- Market Segmentation 49 -- Product Strategy 97 -- Costumer Service Strategy 189 -- Pricing Strategy 217 -- Distribution Strategy and the strategic selling cycle 253 -- Advertising Strategy 279 -- Sales Promotion Strategy 301 -- Putting It All Together: Diary of a Marketing Man 327 -- References 336 -- Appendix 339 -- Glossary of Terms 341 Index 348
Contained in these pages are hundreds of Philippine-based examples updated for the reading pleasure of university students taking Principles of Marketing as well as neophyte marketing practitioners.
9719186054
MARKETING
HF 5415.12.P6 .G6 2001
Fundamentals of marketing in the Philippine setting / Josiah Go - Manila, Philippines : Josiah and Coralina Go Foundation, Inc., c2001 - 358 pages : illustrations ; 23 cm.
"Understand the critical role of the marketing mix in the success of a company's products and brands!" "Officially endorsed by: Philippine Marketing Association, Association of Marketing Educators."
Includes bibliographical references and index.
Preface 33 -- Acknowledgement 4 -- Dedication 5 -- Marketing: An Introduction 15 -- Market Segmentation 49 -- Product Strategy 97 -- Costumer Service Strategy 189 -- Pricing Strategy 217 -- Distribution Strategy and the strategic selling cycle 253 -- Advertising Strategy 279 -- Sales Promotion Strategy 301 -- Putting It All Together: Diary of a Marketing Man 327 -- References 336 -- Appendix 339 -- Glossary of Terms 341 Index 348
Contained in these pages are hundreds of Philippine-based examples updated for the reading pleasure of university students taking Principles of Marketing as well as neophyte marketing practitioners.
9719186054
MARKETING
HF 5415.12.P6 .G6 2001