Marketing : connecting with customers / Gilbert D. Harrell, Gary L. Frazier.
Material type:
TextPublication details: Upper Saddle River, NJ : Prentice Hall, c1999.Description: xix, 552, 2, 18 p. : ill. (some col.) ; 28 cmISBN: - 0023502517 (paper)
- 9780023502514
- HF5415.13 .H356
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| HF5415.13 .D35 No title | HF5415.13 .D35 No title | HF5415.13 .H356 Marketing : | HF5415.13 .H356 Marketing : | HF5415.13 .H356 Marketing : connecting with customers | HF5415.13 .H75 Marketing management : | HF5415.13 .J35 Marketing planning & strategy / |
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.
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