ISBN |
0074707892- |
0074707647- |
Name |
Miller, Kenneth E. |
Title |
Fundamentals of marketing / Miller and Layton.- |
Also titled |
How to prepare a marketing plan- |
Edition |
4th ed.- |
Published |
Sydney : McGraw-Hill, c2000.- |
Description |
xvii, 856 p. : il1. ; 25cm. + +1 computer optical disc (4 3/4 in.)- |
Notes |
Includes index.- |
Other authors include William J. Stanton.- |
On disc: How to prepare a marketing plan / David Waller- |
Note |
Includes bibliographical references: p. 811-830- |
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.- |
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.- |
Subjects |
Marketing |
Marketing -- Case studies |
Marketing -- Australia -- Case studies |
Added Names |
Stanton, William J. |
Layton, R. A. (Roger Alexander), 1934- |
Waller, David |