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Problems in Marketing: Applying Key Concepts and Techniques 2ed

by Luiz A M Moutinho and Charles S Chien SAGE Publications Ltd
Pub Date:
12/2007
ISBN:
9780761971795
Format:
Pbk 336 pages
Price:
AU$102.00 NZ$104.35
Product Status: In Stock Now
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Available as eBook
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Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.

Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem.

CONTENTS
Environmental Scanning / Consumer Behaviour / Market Research and Market Forecasting / Strategic Marketing / Positioning, Product and Pricing / Pricing / Integrated Marketing Communication / Internet Marketing / Sales and Distribution Management / International Marketing / Issues and Trends

Luiz Moutinho is Foundation Chair of Marketing at the Department of Management, University of Glasgow