Basic Marketing: A Managerial Approach

advertising analysis approach assortment attitudes basic behavior brand Business Week buyers buying channel system chapter company's competition competitors cost decisions demand curve develop dimensions discount discussed economic effective evaluate example expenses Figure final consumers firm firm's forecast functions groups handle Harvard Business Review important income industrial inventory Journal of Marketing kinds macro-marketing system manufacturers marginal market segments marketing concept marketing manager marketing mix marketing research marketing strategy markup Mary McCarthy mass media mass selling ment method middlemen needs objectives offer oligopoly operating opportunities packaging percent personal selling possible potential customers problem product life cycle profit purchase quantity retailers sales promotion sales reps salespeople salesperson satisfy seller shows sold specific strategy planning supply target customers target market tion understand United usually variables Wall Street Journal whole wholesalers