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Fundamentals of marketing / Miller and Layton.
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Catalogue Record 673
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Catalogue Record 673
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Catalogue Information
Catalogue Record 673
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Catalogue Information
Field name
Details
ISBN
0074707892
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0074707647
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Name
Miller, Kenneth E.
Title
Fundamentals of marketing / Miller and Layton.
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Also titled
How to prepare a marketing plan
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Edition
4th ed.
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Published
Sydney : McGraw-Hill, c2000.
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Description
xvii, 856 p. : il1. ; 25cm. + +1 computer optical disc (4 3/4 in.)
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Notes
Includes index.
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Other authors include William J. Stanton.
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On disc: How to prepare a marketing plan / David Waller
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Note
Includes bibliographical references: p. 811-830
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Contents
Part One. Modern Marketing and its Environment: 1. The field of marketing; 2. The marketing environment: changing, complex and uncertain; 3. Strategic marketing planning; 4. Marketing research and information -- Part Two. Target Markets: 5. Consumer markets and buying behaviour; 6. Business markets and buying behaviour; 7. Market segmentation and target-market strategies -- Part Three. Product: 8. Product planning and development; 9. Product-mix strategies; 10. Brands, packaging and other product features -- Part Four: Price: 11. Price determination; 12. Pricing strategies -- Part Five. Distribution: 13. Channels of distribution; 14. Retailing; 15. Wholesaling and physical distribution -- Part Six. Promotion: 16. The promotional program; 17. Personal selling and sales management; 18. Advertising, sales promotion and public relations -- Part Seven. Marketing in Special Fields: 19. Marketing in non-profit organisations; 20. Service marketing; 21. Global marketing -- Part Eight. Managing the Marketing Effort: 22. Marketing implementation and performance evaluation; 23. Marketing: appraisal and prospects.
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Summary
This long awaited fourth edition will once again provide contemporary coverage of the customer-oriented, managerial approach to marketing principles and practice within the Pacific Region. The text continues to present Marketing as a total, integrated system of business. Looks at global marketing, services marketing and more.
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Subjects
Marketing
Marketing -- Case studies
Marketing -- Australia -- Case studies
Added Names
Stanton, William J.
Layton, R. A. (Roger Alexander), 1934-
Waller, David
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Catalogue Information 673
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Catalogue Information 673
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Item Information
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Shelf Location
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Status
Due Date
Res.
Issue
R00973
658.8 MILL 2000
NonFiction
Sydney
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Catalogue Record 673 ItemInfo
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Catalogue Record 673 ItemInfo
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