Essentials Of Marketing

by Richard R. Still, Edward W. Cundiff, Edward W. Still, Richard R. & Cundiff

Book Overview

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• Format: Paperback
• ISBN: B001K6N5IM
• Release Date: January 1966
• Publisher: Prentice Hall

Customer Reviews

From Back Cover

This new edition is an up-to-date survey of the key aspects of basic marketing. It uses a systems approach to development of overall marketing strategy and discusses the major factors involved in making decisions in organization, products, distribution, promotion, and prices. This book is divided into three logical areas: Part I focuses on the nature of marketing, markets, consumer motivation and behavior, and on planning and organizing. Part II describes and analyzes the various institutions that are involved in marketing operations and that constitute marketing channels. Part II introduces key marketing policy areas and concludes with a summary of how marketing strategy is developed in the work setting. The authors provide numerous examples and illustrations throughout the book.