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ORS Principles of Marketing 3e (ebook)
ORS Principles of Marketing 3e (ebook)
Yusniza Kamarulzaman, Nor Khalidah Abu
This revision book summarizes key concepts and practices of marketing which are essential to understanding this important subject. This book provides a succinct exposition of all the main topics in marketing, covering the overview of marketing, strategic marketing planning, understanding buyer behaviour, researching market opportunities, product, pricing and place. Chapters covering promotion and issues of contemporary marketing are also provided.
Table of contents
Principles of Marketing
1. Overview of Marketing
2. Strategic Marketing Planning
3. Understanding Buyer Behaviour
4. Managing Marketing Information
5. Market Segmentation, Targeting and Positioning
6. Product
7. Pricing
8. Place
9. Integrated Marketing Communications
10. Contemporary Topics in Marketing