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Principles of marketing /

De Chavez, Roberto G.,

Principles of marketing / Roberto G. De Chavez. - x, 230 pages ; 23 cm.

Includes bibliographical references.

Part I. Marketing and marketing plan -- Introduction -- Strategic plan -- Marketing research -- Part II. Buyers and markets -- Marketing environment -- Consumer behavior -- Market segmentation, targeting and positioning -- Part III. The marketing mix -- Products.

ISBN: 9786214091638

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415

Dewey Class. No.: 658.8 / D356p

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