Marketing :  creating and delivering value /  [book] 
cPascale G. Quester ... [et al] 
 - 5th ed 
 - North Ryde, N.S.W :  McGraw-Hill,  2007. 
 - xxxiv, 763 p. :  ill. +  1 CD-ROM (4 3/4 in.) 
<br/><br/>Includes bibliographical references and index 
<br/><br/>Part one, Marketing strategy and management. 1. Creating customer value and building relationships -- 2. Strategic marketing planning -- 3. Identifying marketing opportunities -- Part two, Understanding markets. 4. Market research and information management -- 5. Market segmentation -- 6. Consumer behaviour -- 7. Business-to-business marketing -- Part three, The marketing mix. 8. Product planning -- 9. Product management and new-product development -- 10. Managing distribution channels -- 11. Marketing logistics -- 12. Pricing objectives and policies -- 13. Setting prices for goods and services -- 14. Marketing communications -- 15. The marketing communications mix -- 16. Sales management -- Part four, Evaluating marketing. 17. Implementation and control -- 18. Ethical marketing in a consumer-oriented world: appraisal and challenges -- Case studies -- Glossary. 
<br/><br/><label>ISBN: </label>0074715607 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--textbook<br/>Marketing
<br/><br/><label>LC Class. No.: </label>HF5415  / .M342 2007