Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making
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Beschreibung
Section-I Role of Consumers
Chapter 1 Consumer Behavior: Internal Factors
Chapter 2 Consumer Behavior: External Factors
Section-II Market and Organization
Chapter 3 Understanding Market Environment
Chapter 4 Strategic Capability and Direction
Section-III Functional Strategies
Chapter 5 Advanced Marketing-mix
Chapter 6 Product and Brand Strategy
Chapter 7 Pricing Strategy
Chapter 8 Distribution and Promotion Strategy
Chapter 9 Marketing Research