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| LEADER |
02177cam a2200181 i 4500 |
| 020 |
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|a 9780749466763
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| 082 |
0 |
0 |
|a 658.8
|b MAL/CO
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| 100 |
1 |
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|a McDonald, Malcolm.
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| 245 |
1 |
4 |
|a The complete marketer :
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| 250 |
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|a 1st Edition.
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| 300 |
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|a x, 322 pages :b illustrations ;
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| 500 |
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|a Includes index.
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| 505 |
0 |
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|a Understanding the basics of marketing -- The discipline of marketing -- A market orientation -- The marketing mix -- Customer retention strategies -- Marketing and ethics -- Marketing : concept, function or process? -- World-class marketing -- Different types of marketing -- Marketing consumer products -- Marketing industrial products -- Marketing service products -- Marketing high-tech products -- Marketing capital goods -- Trade marketing -- Category management -- Relationship marketing -- International and global marketing -- Marketing in the digital age -- Internet marketing -- Social media marketing -- Mobile marketing -- Databases for marketing -- Understanding customers -- Consumer buying behaviour -- Organizational buying behaviour -- Market segmentation -- International market segmentation -- Analysing markets -- Marketing information and research -- Preparing a marketing research brief -- Auditing a market -- Constructing a swot -- Competitor analysis -- The boston matrix -- The directional policy matrix -- The ansoff matrix -- Managing the marketing mix -- Branding -- The product life cycle -- Diffusion of innovation -- Developing new products -- Pricing strategies -- Setting a price -- Sales promotion -- Advertising -- Public relations -- Sponsorship -- Personal selling -- Managing the sales team -- Key account management -- Implementing key account management -- Channel strategy -- Channel management -- Customer service strategies -- Multi-channel integration -- Integrated marketing communication and distribution channels -- Planning and control -- Forecasting sales.
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| 650 |
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0 |
|a Marketing.
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| 700 |
1 |
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|a Meldrum, Mike.
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| 942 |
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|c BK
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| 999 |
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|c 4092
|d 4092
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| 952 |
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|0 0
|1 0
|4 0
|6 658_800000000000000_MAL_CO
|7 0
|8 NFIC
|9 5111
|a KUFOSSMEL
|b KUFOSSMEL
|c GEN
|d 2016-05-30
|e From KUFOS Central Library
|g 1295.00
|o 658.8 MAL/CO
|p 14175
|r 2016-05-30
|y BK
|