Essentials of Marketing

Marketing's role in the global economy; marketing's role within the firm or nonprofit organziation; finding target market opportunities with market segmentation; evaluating opportunities in the changing marketing environment; getting information for marketing decisions; final consumers and their buying behaviour; business and organizational customers and their buying behaviour; elements of product planning for goods and services; product management and new product development; place and development of channel systems; distribution customer service and logistics; retailers, wholesales and their strategy planning promotion - introduction to integrated marketing communications; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; managing marketing's link with other functional areas; marketing performance and ethics; appraisals and challenges. Appendices: economics; marketing arithmetic; career planning marketing.