Principles of marketing / A.B. Ilano

By: Ilano, A.B [author]
Publisher: Manila, Philippines: Rex Book Store, [2016]Copyright date: c2016Manufacturer: 2017Edition: First editionDescription: xviii, 342 pages : 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9789712378461Subject(s): Marketing | Consumer behavior | Branding (Marketing) | PricingDDC classification: 658.8
Contents:
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 ---
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Item type Current location Home library Call number Copy number Status Date due Barcode Item holds
BOOK BOOK HIGH SCHOOL LIBRARY - SHS
HIGH SCHOOL LIBRARY - SHS
Filipiniana 		658.8 Il1 2016 (Browse shelf) c.1 Available CITU-HS-SHS221
BOOK BOOK HIGH SCHOOL LIBRARY - SHS
HIGH SCHOOL LIBRARY - SHS
Filipiniana 		658.8 Il1 2016 (Browse shelf) c.2 Available CITU-HS-SHS222
BOOK BOOK HIGH SCHOOL LIBRARY - SHS
HIGH SCHOOL LIBRARY - SHS
Filipiniana 		658.8 Il1 2016 (Browse shelf) c.3 Available CITU-HS-SHS223
BOOK BOOK HIGH SCHOOL LIBRARY - JHS
HIGH SCHOOL LIBRARY - SHS
Filipiniana 		658.8 Il1 2016 (Browse shelf) c.4 Checked out 11/09/2022 CITU-HS-SHS224
BOOK BOOK HIGH SCHOOL LIBRARY - SHS
HIGH SCHOOL LIBRARY - SHS
Filipiniana 		658.8 Il1 2016 (Browse shelf) c.5 Available CITU-HS-SHS225
Total holds: 0

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 ---

600-699 658.8

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