Essentials of Marketing

Marketing's role in the global economy; marketing's role within the firm or non-profit organization; focusing marketing strategy with segmentation and positioning; evaluating opportunities in the changing marketing environment; final consumers and their buying behaviour; business and organizational customers and their buying behaviour; improving decisions with marketing information; elements of product planning for goods and services; product management and new product development; place and development of channel systems; distribution customer services and logistics; retailers, wholesalers and their strategy planning; promotion - introduction to integrated marketing communication; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; developing innovative marketing plans - appraisal and challenges; appendices.