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Author Summers, Jane...[et al.]
Imprint China : Cengage learning, 2009
Edition 1st ed Asia-Pacific ed
Descript xii, 282 p. : ill. ; 29 cm


Part 1: An introduction to marketing -- An overview of marketing -- The marketing environment -- Part 2: Customer information -- Consumer decision making -- Business decision making -- Segmenting and targeting markets -- Market information, decision systems and marketing research -- Part 3: Managing the marketing elements: product and distribution decisions -- Product and service concepts -- Developing and managing products -- Marketing channels, logistics decisions and retailing -- Part 4: Managing the marketing elements: integrated marketing communication and pricing decisions -- Integrated marketing communication(IMC). -- Promotions mix -- Pricing concepts -- Part 5: The world of marketing -- Global marketing -- Marketing strategy

Marketing -- textbooks

Chula Business School Library658.8 M685 2009CHECK SHELVES

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