MARKETING MANAGEMENT 5FTH.ED. BY M.C.CANT

Contents: 1. The Field of Marketing 2. The Marketing Landscape 3. Buyer Behaviour 4. Market Segmentation, Targeting and Positioning 5. Information for Marketing Management 6. Product Decisions 7. Building, Measuring and Managing Brand Equity 8. Value–creation in Services Marketing 9. Pricing Decisions 10. Retailing 11. The Distribution Decision – Creating Value by Leveraging the Supply Chain 12. Integrated Marketing Communication 13. Cyber-Marketing 14. International Marketing 15. Marketing Planning, Implementation and Control

Of interest to: • Undergraduate and postgraduate marketing students at higher education institutions, including business schools • Marketing practitioners • Importers and exporters • Business strategists and analysts • Anyone needing a fundamental comprehensive grasp of marketing