000			03388cam a2200457 i 4500
001			23033233
003			OSt
005			20240503095921.0
006			m o d
007			cr |||||||||||
008			230324s2023 txu ob 001 0 eng
010			_a 2021387746
020			_a9781951693886 _q(digital)
020			_z9781711471518 _q(hardcover)
020			_z9781711471525 _q(paperback)
040			_aDLC _beng _erda _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415
082	0	0	_a658.8 _223/eng/20230328
100	1		_amalimbiza
245	1	0	_aPrinciples and practice of direct marketing /
264		1	_aharare _bzou
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aChapter 1 Marketing and Customer Value -- Chapter 2 Strategic Planning in Marketing -- Chapter 3 Consumer Markets and Purchasing Behavior -- Chapter 4 Business Markets and Purchasing Behavior -- Chapter 5 Market Segmentation, Targeting, and Positioning -- Chapter 6 Marketing Research and Market Intelligence -- Chapter 7 Marketing in a Global Environment -- Chapter 8 Marketing in a Diverse Marketplace -- Chapter 9 Products: Consumer Offerings -- Chapter 10 Maintaining a Competitive Edge with New Offerings -- Chapter 11 Services: The Intangible Product -- Chapter 12 Pricing Products and Services -- Chapter 13 Integrated Marketing Communications -- Chapter 14 The Promotion Mix: Advertising and Public Relations -- Chapter 15 The Promotion Mix: Personal Selling and Sales -- Chapter 16 Direct, Online, Social Media, and Mobile Marketing -- Chapter 17 Distribution: Delivering Customer Value -- Chapter 18 Retailing and Wholesaling -- Chapter 19 Sustainable Marketing: The New Paradigm.
506			_fUnrestricted online access
520			_a"Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage."--OpenStax.
540			_aCreative Commons Attribution 4.0 International _uhttps://creativecommons.org/licenses/by/4.0/legalcode
588			_aTitle from OpenStax ; viewed on March 24, 2023
650		0	_aMarketing _vTextbooks.
655		7	_aOpen educational resources. _2lcgft
655		7	_aTextbooks. _2lcgft
700	1		_aGreen, Mark C., _eauthor.
700	1		_aHoffman, Linda M., _eauthor.
856	4	0	_dgdcebookspublic _f2021387746 _uhttps://hdl.loc.gov/loc.gdc/gdcebookspublic.2021387746
906			_a7 _bcbc _corignew _d2 _encip _f20 _gy-gencatlg
942			_2lcc _c2019
999			_c2893 _d2893