TY  - BOOK
AU  - Quester, Pascale G.
TI  - Marketing: creating and delivering value 
SN  - 0074715607
AV  - HF5415 .M342 2007
PY  - 2007///
CY  - North Ryde, N.S.W
PB  - McGraw-Hill
KW  - Marketing
KW  - textbook
N1  - Includes bibliographical references and index; 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
ER  -