Ilano, A.B.
Principles of marketing / A.B. Ilano - First edition - xviii, 342 pages : 25 cm.
Includes index : pages 333-342
Includes references : pages 329-332
Chapter 1: The Principles of Marketing --- Lesson 1 A Framework for Marketing --- Lesson 2 Needs, Wants, and Demands --- Lesson 3 Marketing Origins, Exchange, and Value --- Lesson 4 Contemporary Approaches to Marketing --- Chapter2: The Environment and Its Opportunities --- Lesson 1 Analyzing the Environment --- Lesson 2 Market Research Methods --- Lesson 3 Demand Forecasting --- Chapter 3: Market Segments and Consumer Behavior --- Lesson1 Consumer Behavior --- Lesson2 Consumer Market Segmentation --- Lesson 3 Organizational Market Segmentation --- Chapter 4 Positioning --- Lesson 1 Positioning --- Lesson 2 Positioning Maps --- Chapter 5: Product Strategies --- Lesson 1 New Product Strategy --- Lesson 2 Service Strategies --- Lesson 3 Branding --- Lesson 4 Developing the Brand --- Lesson 5 Building Product Portfolios --- Chapter 6: Pricing Strategies --- Lesson 1 Origins of Pricing --- Lesson 2 Price Elasticity and Inelasticity --- Lesson 3 Pricing Methods --- Lesson 4 Pricing Strategies and Applications --- Chapter 7: Place and Placement --- Lesson 1 Place: Distribution Design --- Lesson 2 Types of Distribution Channels --- Lesson 3 Distribution Strategies --- Lesson 4 Sales force Management --- Chapter 8: Promotion Strategies --- Lesson 1 The Promotions Mix--- Lesson 2 Above-The-Line Strategies --- Lesson 3 Belo-The-Line Strategies --- Chapter 9: Integrated Marketing Communications --- Lesson 1 The Marketing Communications Plan --- Lesson 2 Designing the Metrics and Targets --- Lesson 3 Marketing Plan Template --- References --- Index ---
9789712378461
Marketing
Consumer behavior
Branding (Marketing)
Pricing
658.8
Principles of marketing / A.B. Ilano - First edition - xviii, 342 pages : 25 cm.
Includes index : pages 333-342
Includes references : pages 329-332
Chapter 1: The Principles of Marketing --- Lesson 1 A Framework for Marketing --- Lesson 2 Needs, Wants, and Demands --- Lesson 3 Marketing Origins, Exchange, and Value --- Lesson 4 Contemporary Approaches to Marketing --- Chapter2: The Environment and Its Opportunities --- Lesson 1 Analyzing the Environment --- Lesson 2 Market Research Methods --- Lesson 3 Demand Forecasting --- Chapter 3: Market Segments and Consumer Behavior --- Lesson1 Consumer Behavior --- Lesson2 Consumer Market Segmentation --- Lesson 3 Organizational Market Segmentation --- Chapter 4 Positioning --- Lesson 1 Positioning --- Lesson 2 Positioning Maps --- Chapter 5: Product Strategies --- Lesson 1 New Product Strategy --- Lesson 2 Service Strategies --- Lesson 3 Branding --- Lesson 4 Developing the Brand --- Lesson 5 Building Product Portfolios --- Chapter 6: Pricing Strategies --- Lesson 1 Origins of Pricing --- Lesson 2 Price Elasticity and Inelasticity --- Lesson 3 Pricing Methods --- Lesson 4 Pricing Strategies and Applications --- Chapter 7: Place and Placement --- Lesson 1 Place: Distribution Design --- Lesson 2 Types of Distribution Channels --- Lesson 3 Distribution Strategies --- Lesson 4 Sales force Management --- Chapter 8: Promotion Strategies --- Lesson 1 The Promotions Mix--- Lesson 2 Above-The-Line Strategies --- Lesson 3 Belo-The-Line Strategies --- Chapter 9: Integrated Marketing Communications --- Lesson 1 The Marketing Communications Plan --- Lesson 2 Designing the Metrics and Targets --- Lesson 3 Marketing Plan Template --- References --- Index ---
9789712378461
Marketing
Consumer behavior
Branding (Marketing)
Pricing
658.8