Polyteknisk Boghandel

Proven prescriptions from world-classmarketing aces on staying ahead of thecurve in today's fast-paced marketingenvironmentNever has there been a more thorough, authoritativeguide to world-class marketing essentials thanThe BigBook of Marketing. It brings together the wisdom andhigh-level expertise of marketing professionals fromeighty-six of the world's greatest companies who sharetheir insights on research, planning, pricing, public relations,advertising, direct marketing, internationalmarketing, and eighteen other areas marketers need tomaster in order to succeed in today's global marketplace.

1. Marketing Introduction
2. Marketing Planning
3. Marketing Research
4. Consumer Purchasing Behavior
5. Organizational Purchasing Behavior
6. Demand Promotion Management
7. Selling and Sales Management
8. Advertising
9. Public Relations
10. Promotional Marketing
11. Direct Marketing
12. Product Management
13. Product Packaging
14. Product Pricing
15. Product Quality
16. Supply Chain Management
17. Wholesaling
18. Warehousing
19. Transportation
20. Retailing
21. Legal/Ethics/Social Responsibility
22. Environment
23. International Case Study
24. Financing the Marketing Plan