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Marketing challenges : case exercises / Christopher H. Lovelock, Charles B. Weinberg

Main Author Lovelock, Christopher H. Coauthor Weinberg, Charles B. Edition 3rd ed. Publication New York : McGraw-Hill, 1993 Description XXXIX, 628 p. Series McGraw-Hill Series in Marketing ISBN 0-07-112513-2 Abstract As the title marketing challenges suggests, marketing is both a demanding and exciting field. In preparing the third edition of this book, we sought to capture the breadth and depth of marketing management in the modern world.
Índice: 1- The nature of marketing; 2- Market selection; 3- Product policy; 4- Distribution channels and delivery systems; 5- Advertising anda promotion; 6- Personal selling and account management; 7- Pricing; 8- Marketing research; 9- Strategic market planning; 10- Organizing and implementing the marketing effort;
Topical name Marketing
Marketing - Gestão
Casos práticos
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 LOV 1367 Depósito 1367
Total holds: 0

As the title marketing challenges suggests, marketing is both a demanding and exciting field. In preparing the third edition of this book, we sought to capture the breadth and depth of marketing management in the modern world.

Índice: 1- The nature of marketing; 2- Market selection; 3- Product policy; 4- Distribution channels and delivery systems; 5- Advertising anda promotion; 6- Personal selling and account management; 7- Pricing; 8- Marketing research; 9- Strategic market planning; 10- Organizing and implementing the marketing effort;

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