Marketing management : text and cases / Douglas J. Dalrymple, Leonard J. Parsons.
Material type:
TextPublication details: New York : J. Wiley, c2000.Edition: 7th edDescription: xii, 707 p. : ill. ; 26 cmISBN: - 0471332380
- 9780471332381
- HF5415.13 .D314
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Methodist University Library Main General Stacks | Reference | HF5415.13 .D314 (Browse shelf(Opens below)) | Available | 16089 |
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| HF5415.13 .C95 Marketing management : | HF5415.13 .D314 Basic marketing management / | HF5415.13 .D314 Marketing management : | HF5415.13 .D314 Marketing management : | HF5415.13 .D35 No title | HF5415.13 .H356 Marketing : | HF5415.13 .H356 Marketing : connecting with customers |
Includes index
Preface --
About the Authors --
1. The Role of Marketing in Organizations and Society --
2. Marketing Strategy --
3. Customer Analysis --
4. Market Segmentation and Product Differentiation --
5. Competitive Analysis and Product Positioning --
6. Product Development and Testing --
7. Brand Management --
8. Services Marketing --
9. Pricing --
10. Selecting Distribution Channels --
11. Personal Selling and Sales Force Management --
12. Direct Marketing --
13. Designing Adverting Programs --
14. Sales Promotion and Public Relations --
15. International Marketing --
16. Marketing Planning --
Case Index --
Subject Index.
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