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URL :  Introducing Marketing - Textbook
Author : John Burnett
Detail : 2010| PDF | 12.1 Mb | 313 pages

eBook License: Creative Commons Attribution 3.0 License.

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

To emphasize how various marketing areas, work together to create a cohesive strategy, I define and explain the various marketing areas and their comparative strengths and weaknesses, as well as stress how to best "mix" marketing tools in a strategic, integrated plan. The book begins with a discussion of the marketing planning process, continues with a discussion of the preliminary tasks of developing the plan, and concludes with the tactics available to the marketing planner. This complete coverage ensures that students will learn how to plan, execute, and evaluate a marketing program that is effective and efficient from start to finish. (From Author)

eBook Contents


Introducing marketing - Understanding and approaching the market - Marketing research: an aid to decision making - Understanding buyer behavior - External considerations in marketing - Marketing in global markets - Introducing and managing the product - Communicating to mass markets - Pricing the product - Channel concepts: distributing the product
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