Rix Marketing A Practical Approach

ISBN 13: 9780071333672

Marketing A Practical Approach

 
9780071333672: Marketing A Practical Approach
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Overview: Peter Rix continues to provide students with a strong practical approach to marketing,allowing them to discover how marketing is carried out in the real world. This editionintroduces students to the world of marketing, by explaining theoretical concepts, andhow these concepts apply to organizations.The edition includes a new chapter on Marketing Metrics, and many features examiningdirect marketing strategies, internet and digital marketing, viral marketing, the use ofnew media, new emerging customer segments, and changing customer attitudes andbehaviours.

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ISBN 10: 0071333673 ISBN 13: 9780071333672
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Book Description McGraw Hill Education, 2011. Softcover. Condition: New. 5th or later edition. Contents: Marketing: A Practical Approach Part I: Modern Marketing Ch 1, The Field of Marketing Ch 2, The Marketing Environment Ch 3, Gathering Marketing Information Part II: Understanding Markets Ch 4, Marketing Segmentation, Targeting and Positioning Ch 5, Understanding the Consumer Market Ch 6, Understanding the Business Market Part III: The Marketing Mix Ch 7, Product Planning and Development Ch 8, Product Management Strategies Ch 9, Services Marketing Strategies Ch 10, Pricing Strategies Ch 11, Distribution Strategies Ch 12, The Promotional Program Part IV: Marketing Management Ch 13, Strategic Planning Ch 14, Marketing Metrics Appendix: Marketing in Focus Appendix: International Marketing Printed Pages: 616. Seller Inventory # 85280

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