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Harrell, Gilbert D.

Marketing : connecting with customers / Gilbert D. Harrell, Gary L. Frazier. - Upper Saddle River, NJ : Prentice Hall, c1999. - xix, 552, 2, 18 p. : ill. (some col.) ; 28 cm.

Includes bibliographical references and index

Ch. 1. Marketing: Connecting with Customers --
Ch. 2. Customer Satisfaction and Loyalty: Building Value with Quality --
Ch. 3. Marketing Environment and Its Global Dimensions --
Ch. 4. Strategic Marketing Planning Process: Domestic and Global --
Ch. 5. Marketing Information and Research --
Ch. 6. Market Segmentation, Targeting, and Positioning --
Ch. 7. Connecting with Customers: Understanding Consumer Behavior --
Ch. 8. Business-to-Business Marketing --
Ch. 9. Product Decisions and Strategies --
Ch. 10. Product Planning, Development, and Management --
Ch. 11. Services and Nonprofit Marketing --
Ch. 12. Marketing Channels, Wholesaling, and Physical Distribution --
Ch. 13. Retailing and Direct Marketing --
Ch. 14. Integrated Marketing Communications --
Ch. 15. Mass Communications: Advertising, Sales Promotion, and Public Relations --
Ch. 16. Personal Selling and Sales Force Management --
Ch. 17. Pricing Approaches --
Ch. 18. Pricing Strategy.

ISBN: 0023502517 (paper)

ISSN: 9780023502514

Subjects--Topical Terms:
Marketing--Management.
Consumer satisfaction.

LC Class. No.: HF5415.13 / .H356