Go, Josiah <br/><br/>
Fundamentals of marketing in the Philippine setting / 
Josiah Go 
 - Manila, Philippines :  Josiah and Coralina Go Foundation, Inc.,  c2001 
 - 358 pages :  illustrations ;  23 cm. 
<br/><br/> "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." 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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 <b> Index 348 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9719186054 
<br/><br/><label>Subjects--Topical Terms: </label><br/>MARKETING
<br/><br/><label>LC Class. No.: </label>HF 5415.12.P6 .G6 2001