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Hiam, Alexander

Marketing / [book] Alexander Hiam with Linda G. Rastelli - Hoboken, NJ : John Wiley, c2007. - xxiv, 349 p. : ill. - Wiley pathways .

Includes index

Making marketing happen -- The marketing plan -- Knowing consumers -- Segmenting and targeting markets -- Marketing research -- Developing and managing products -- Marketing channel management -- Retailing -- Pricing -- Marketing communications and personal selling -- Advertising -- Publicity, public relations, and sales promotions -- Internet marketing.

ISBN: 0471790796 (pbk.) 9780471790792 (pbk.)

Subjects--Topical Terms:
Marketing

LC Class. No.: HF5415 / .H623