An edition of Marketing
(2015)
Marketing
essentials
5e.
by Kenneth E. Clow
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Table of Contents
Part one: Introduction to marketing. Scope and concepts of marketing ; The environment of marketing in the 21st century
Part two: Foundations of marketing. marketing ethics, regulations, and social responsibility ; Consumer behavior ; Business-to-business behavior ; Marketing segmentation ; Marketing research
Part three: Marketing mix strategies. Product strategies ; Services marketing ; Channel and retailing strategies ; Pricing strategies
Part four: Marketing communications. Integrated marketing communications ; Digital marketing ; Promotions, sponsorships, and public relations ; Personal selling and direct response marketing
Appendix A: the strategic marketing plan
Appendix B: careers in marketing
Appendix C: glossary of key terms
Appendix D: subject index
Appendix E: the index of companies, organizations and products.
Edition Notes
Includes indexes.
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