TY  - BOOK
AU  - Zikmund,William G.
AU  - Michael d'Amico
TI  - Marketing
SN  - 0314011323  
AV  - HF5415  Z54
PY  - 1993///
CY  - Toronto
PB  - Thomson Nelson
KW  - Marketing research
N1  - Preface --
Pt. I. Introduction --
Ch. 1. The Nature of Marketing --
Ch. 2. Marketing Management: Strategy and Ethical Behavior --
Ch. 3. The External Environment --
Pt. II. Analysis of Market and Consumer Behavior --
Ch. 4. Information Management --
Ch. 5. Consumer Behavior: Understanding Decision-Making Processes --
Ch. 6. Consumer Behavior: Social Influences --
Ch. 7. Business Markets and Organizational Buying --
Pt. III. Market Strategy for Global Competition --
Ch. 8. Market Segmentation and Positioning Strategies --
Ch. 9. Global Competition and International Marketing Strategy --
Pt. IV. Product Strategy --
Ch. 10. The Elements of Products --
Ch. 11. The Product Life Cycle and Basic Product Strategies --
Ch. 12. Marketing New Products --
Ch. 13. The Marketing of Quality Services --
Pt. V. Distribution Strategy --
Ch. 14. The Nature of Distribution --
Ch. 15. Retailing and Wholesaling --
Ch. 16. Physical Distribution Management --
Pt. VI. Promotion Strategy --
Ch. 17. Marketing Communications and Promotion Strategy --
Ch. 18. Advertising and Public Relations --
Ch. 19. Personal Selling, Sales Management, and Sales Promotion --
Pt. VII. Pricing Strategy --
Ch. 20. Introduction to Pricing Concepts --
Ch. 21. Pricing Strategies and Tactics --
Pt. VIII. Effective Marketing Management --
Ch. 22. Implementing and Controlling the Marketing Program
ER  -