Principles of marketing /
Yusniza Kamarulzaman, author.
Principles of marketing / Yusniza Kamarulzaman, Nor Khalidah Abu. - Malaysia : Oxford University Press, c2018. - xiv, 297 pages : illustrations ; 23 cm. - Oxford revision series .
Includes index.
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 (IMC) 10 - Contemporary topics in marketing
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.
English text.
978-967-2113-42-3
Marketing.
HF5415 / Y87 2018
Principles of marketing / Yusniza Kamarulzaman, Nor Khalidah Abu. - Malaysia : Oxford University Press, c2018. - xiv, 297 pages : illustrations ; 23 cm. - Oxford revision series .
Includes index.
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 (IMC) 10 - Contemporary topics in marketing
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.
English text.
978-967-2113-42-3
Marketing.
HF5415 / Y87 2018