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Marketing Mix Essay

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Below is an essay on "Marketing Mix" from Anti Essays, your source for research papers, essays, and term paper examples.

V

CONTENTS IN BRIEF
pa rt 1 M ODE R N M A R K E T I N G
CHAPTER 1 CHAPTER 2 CHAPTER 3 The field of marketing The marketing environment Gathering marketing information 1 2 38 76 113 114 152 200 231 237 238 276 312 346 388 417

pa rt 2 u n d e r s ta n d i n g m a r k e t s
CHAPTER 4 CHAPTER 5 CHAPTER 6 APPENDIX A Market segmentation and targeting Understanding the consumer market Understanding the business market The international market

pa rt 3 T H E M A R K E T I N G M I X
CHAPTER 7 CHAPTER 8 CHAPTER 9 CHAPTER 10 CHAPTER 11 APPENDIX B CHAPTER 12 APPENDIX C APPENDIX D Glossary index Product planning and development Product-management strategies Services marketing strategies Pricing strategies Distribution strategies Retailing and wholesaling The promotional program Marketing planning models Measuring marketing programs

e pl sa m

pa

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496 525 550 563

s

436

VI

CONTENTS IN FULL

About the author Preface Acknowledgments Competency grid

xii xiii xiv xv

E-student E-instructor What’s new Text at a glance

xvi xvii xviii xx

PA RT 1

MODERN MARKETING
THE FIELD OF MARKETING
What is marketing? The development of marketing The marketing approach versus the sales approach The marketing concept Marketing in the digital era Criticisms of marketing The marketing plan Marketing plans in practice

1

CHAPTER 1
THE CAMPAIGN TRAIL: SPINBRUSH CHAPTER REVIEW EXERCISES AND PROBLEMS KEY TERMS AND CONCEPTS THE CAMPAIGN TRAIL: CLOSING CASE 3 32 34 35 36

2 4 7 10 11 13 20 22 25

CHAPTER REVIEW EXERCISES AND PROBLEMS KEY TERMS AND CONCEPTS THE CAMPAIGN TRAIL: CLOSING CASE

71 72 73 74

The external micro-environment The internal environment The elements of the marketing environment

e sa m pl

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65 68 70

THE CAMPAIGN TRAIL: NATIONAL PRESCRIBING SERVICE

39

Your changing world: Are you prepared? The external macro-environment

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40 46

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CHAPTER 2

THE MARKETING ENVIRONMENT

38

VII

CHAPTER 3...

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"Marketing Mix". Anti Essays. 21 Jun. 2018

<https://www.antiessays.com/free-essays/Marketing-Mix-188318.html>

APA Citation

Marketing Mix. Anti Essays. Retrieved June 21, 2018, from the World Wide Web: https://www.antiessays.com/free-essays/Marketing-Mix-188318.html