Fundamentals of Marketing"This is a basic textbook in the dynamic, complex field of marketing. While some attention is directed to the role of marketing in our socioeconomic system, the book is written largely from the viewpoint of management in an individual firm--either a manufacturer or a middleman."--Page vii. |
Contents
Marketing in the economy | 3 |
Managements role in marketing | 22 |
Marketing research | 38 |
Copyright | |
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Common terms and phrases
activities advertising American Marketing Association analysis behavior brand buyers buying cent chain chain stores channels of distribution company's competition concept consumer cost-plus pricing customers dealers decision demand department stores determine Distribution Structure economic effective equipment established evaluation example expenses factors Federal Trade Commission firm firm's forecast foreign franchise freight goal gross margin important income increase industrial market industrial users Journal of Marketing labeling located major manufacturer manufacturer's margin marketing cost marketing executive marketing program marketing research markup merchandise method motives new-product operating packaging percentage personal selling physical distribution planned obsolescence potential pricing objective problems product lines product planning profit promotional program purchase Robinson-Patman Act sales force Sales Management sales promotion sales volume salesmen segment selected seller selling price sold strategy sumers supermarket territories tion trade unit usually wants wholesalers wholesaling middlemen World War II