TY  - BOOK
AU  - Yusniza Kamarulzaman, author.
AU  - Nor Khalidah Abu, author.
TI  - Principles of marketing
T2  - Oxford revision series
SN  - 978-967-2113-42-3
AV  - HF5415 Y87 2018
PY  - 2018///
CY  - Malaysia
PB  - Oxford University Press
KW  - Marketing
N1  - 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
N2  - 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
ER  -