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Levens, Michael.

Marketing : defined, explained, applied / Michael Levens. - 2nd ed. - Boston : Prentice Hall, c2012. - xi, 371 p. : col. ill. ; 28 cm.

Includes bibliographical references and index.

Explaining -- The meaning of marketing -- The market in marketing -- Planning and marketing in an organization -- A broader perspective on marketing -- Global marketing -- Creating -- Value for customers -- A perspective on consumer behavior -- Consumer insight -- The brand -- Strategizing -- Segmenting, targeting, and positioning -- The marketing plan -- Managing -- Product and service strategies -- Pricing strategies -- Supply chain and distribution strategies -- Consumer-influence strategies -- Retailing and wholesaling -- Marketing communications : advertising and sales -- Personal selling and direct marketing strategies -- Integrating -- Integrated marketing communications -- The marketing mix -- Marketing measurement.

ISBN: 9780132177153 (pbk. : alk. paper) 0132177153 (pbk. : alk. paper)

LCCN: 2010039067

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415.L475 2012

Dewey Class. No.: 658.8