000			02487nam a2200337 4500
999			_c57011 _d57011
003			CITU
005			20221010083952.0
008			210218b ||||| |||| 00| 0 eng d
020			_a9789712378461
040			_aCITU LRAC _beng
082			_a658.8
100	1		_aIlano, A.B. _eauthor
245			_aPrinciples of marketing / _cA.B. Ilano
250			_aFirst edition
264		1	_aManila, Philippines: _bRex Book Store, _c[2016]
264		4	_cc2016
264		3	_c2017
300			_axviii, 342 pages : _c25 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _2rdacarrier _bnc
500			_aIncludes index : pages 333-342
504			_aIncludes references : pages 329-332
505			_aChapter 1: The Principles of Marketing --- Lesson 1 A Framework for Marketing --- Lesson 2 Needs, Wants, and Demands --- Lesson 3 Marketing Origins, Exchange, and Value --- Lesson 4 Contemporary Approaches to Marketing --- Chapter2: The Environment and Its Opportunities --- Lesson 1 Analyzing the Environment --- Lesson 2 Market Research Methods --- Lesson 3 Demand Forecasting --- Chapter 3: Market Segments and Consumer Behavior --- Lesson1 Consumer Behavior --- Lesson2 Consumer Market Segmentation --- Lesson 3 Organizational Market Segmentation --- Chapter 4 Positioning --- Lesson 1 Positioning --- Lesson 2 Positioning Maps --- Chapter 5: Product Strategies --- Lesson 1 New Product Strategy --- Lesson 2 Service Strategies --- Lesson 3 Branding --- Lesson 4 Developing the Brand --- Lesson 5 Building Product Portfolios --- Chapter 6: Pricing Strategies --- Lesson 1 Origins of Pricing --- Lesson 2 Price Elasticity and Inelasticity --- Lesson 3 Pricing Methods --- Lesson 4 Pricing Strategies and Applications --- Chapter 7: Place and Placement --- Lesson 1 Place: Distribution Design --- Lesson 2 Types of Distribution Channels --- Lesson 3 Distribution Strategies --- Lesson 4 Sales force Management --- Chapter 8: Promotion Strategies --- Lesson 1 The Promotions Mix--- Lesson 2 Above-The-Line Strategies --- Lesson 3 Belo-The-Line Strategies --- Chapter 9: Integrated Marketing Communications --- Lesson 1 The Marketing Communications Plan --- Lesson 2 Designing the Metrics and Targets --- Lesson 3 Marketing Plan Template --- References --- Index ---
526			_a600-699 _b658.8
650		1	_aMarketing
650		1	_aConsumer behavior
650		1	_aBranding (Marketing)
650		1	_aPricing
942			_2ddc _cBK _01