TY  - BOOK
AU  - Oliver Gordon
TI  - Marketing Today / Fourth Edition
SN  - 132030012
PY  - 1995///
PB  - Prentice Hall
N2  - This book offers a broad contemporary study of the concepts and techniques in modern marketing.  Preface, The Role of Marketing, Consumer Technology, Social Influences on Buyer Behavior, Models of Buyer Behavior, Organizational Buying Behavior, Segmentation and Positioning, Marketing Research, Sales Forecasting and Market Potential, Developing Marketing Strategy, Competitive Strategies, Product Planning, Market Testing, Promotion Planning, Planning Advertising and Sales Promotion, Salesforce Planning, Salesforce Motivation and Control, Channel and Distribution Planning, Price Planning, Organizing and Appraising Marketing Operations, Challenges to Marketing, Glossary, Index
ER  -