Principles of marketing Upplaga 4

Abstract: This book presents information on a comprehensive range of marketing topics for the beginning marketing student. The text takes a practical, managerial approach to marketing and provides examples and applications of marketing decisions that managers must make when they are balancing their organization's objectives and resources against needs and opportunities in the marketplace. Topics include: the social foundations of marketing, analyzing market opportunities, selecting target markets, developing the market mix, managing the marketing effort, and extending marketing.