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Study guide for principles of marketing / Jay Diamond and Gerald Pintel

By: Contributor(s): Material type: TextTextPublication details: Englewood Cliffs, N.J. : Prentice-Hall, c1972Description: ix, 402 p. : ill. ; 25 cmISBN:
  • 013701466X
Subject(s): DDC classification:
  • 658.807 DIA
Contents:
The nature of marketing The consumer market Consumer goods and industrial goods Consumerism The industrial market Channels of distribution Marketing research The product Packaging and brands Pricing Transportation and storage Wholesaling Retailing Sales promotion Personal selling The computer and marketing International marketing Marketing mistakes A marketing application Appendix : Marketing definitions
Summary: Principles of Marketing was written to introduce students to the various activities in the field of marketing and to provide the technical and theoretical knowledge necessary for employment for graduates and even those with work experience. Typical of the jobs at this level are middle management, executive assisting, or executive training. An overview of marketing is presented, which includes such vital areas as channels of distribution, transportation and warehousing, consumer and industrial goods, and pricing and product development. Much of the material included in the text reflects the actual practices of the leading marketers in the United States. Their procedures and recommendations have been incorporated to insure that the student entering the field will be able to apply what he has learned through formal study. - Preface
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Book Mzumbe University Main Campus Library 658.807 DIA (Browse shelf(Opens below)) 1 Available 0020153
Book Mzumbe University Main Campus Library 658.807 DIA (Browse shelf(Opens below)) 2 Available 0020155
Total holds: 0

The nature of marketing
The consumer market
Consumer goods and industrial goods
Consumerism
The industrial market
Channels of distribution
Marketing research
The product
Packaging and brands
Pricing
Transportation and storage
Wholesaling
Retailing
Sales promotion
Personal selling
The computer and marketing
International marketing
Marketing mistakes
A marketing application
Appendix : Marketing definitions

Principles of Marketing was written to introduce students to the various activities in the field of marketing and to provide the technical and theoretical knowledge necessary for employment for graduates and even those with work experience. Typical of the jobs at this level are middle management, executive assisting, or executive training. An overview of marketing is presented, which includes such vital areas as channels of distribution, transportation and warehousing, consumer and industrial goods, and pricing and product development. Much of the material included in the text reflects the actual practices of the leading marketers in the United States. Their procedures and recommendations have been incorporated to insure that the student entering the field will be able to apply what he has learned through formal study. - Preface

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