Basic Marketing: A Global-managerial Approach

Abstract

Marketing's role in the global economy marketing's role within the firm or non-profit organization focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment demographic dimensions of global consumer markets behaviourial dimensions of the consumer market business and organizational customer and their buying behaviour improving decisions with marketing information elements of product planning for goods and services product management and new-product development, place and development of channel systems distribution customer service and logistics retailers, wholesalers, and their strategy planning promotion-introduction to integrated marketing communications personal selling advertising and sales promotion pricing objectives and policies price setting in the business world developing innovative marketing plans implementing and controlling marketing plans - evolution and revolution managing marketing's link with other functional areas ethical marketing in consumer-oriented societies - appraisal and challenges.