PART 1 23
THE MARKEING MIX 23
Introduction 25
The Marketing Mix 25
Communications Policy 65
Communications Policy 65
A. Mass Communications 169
B. Personal Selling 169
Pricing Policy 169
Pricing Policy 169
Product Policy 237
Product Policy 237
Distribution Policy 315
Distribution Policy 315
PART 2: 389
THE MARKETING PROCESS 389
Marketing Research 391
Marketing Research 391
Marketing Strategy Formulation 485
Marketing Strategy formulation 485
Marketing Planning 591
Marketing Planning 591
Marketing Organization and Implementation 671
Marketing Organization and Implementation 671
CONCLUSION 731
APPENDIXES 795
INDEX 833