This text focuses on the principles of marketing, emphasizing marketing and marketing strategy planning with the ultimate aim of meeting customer needs. Topics covered include: marketing's links with other functional areas such as finance and POM; distribution, customer service and logistics; wholesaling and retailing; marketing's role in building relationships; integrated marketing communications (IMC); and the expanding role of information technologies in all areas of marketing.
  • ISBN10 0256029415
  • ISBN13 9780256029413
  • Publish Date 1 January 1983 (first published December 1979)
  • Publish Status Out of Print
  • Out of Print 18 May 2011
  • Publish Country US
  • Imprint Richard D. Irwin
  • Edition Canadiantion ed.
  • Format Hardcover
  • Pages 542
  • Language English