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New or Used: 10 copies from $106.70
New or Used: 10 copies from $106.70

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Table of Contents

Marketing: A Practical Approach Part 1: Modern Marketing 1. The field of marketing 2. The marketing environment 3. Gathering marketing information Part 2: Understanding Markets 4. Market segmentation, targeting and positioning 5. Understanding the consumer market 6. Understanding the business market Appendix A: International Markets Part 3: The Marketing Mix 7. Product planning and development 8. Product management strategies 9. Service marketing strategies 10. Pricing strategies 11. Distribution strategies Appendix B: Retailing and wholesaling 12. The promotional plan Appendix C: Marketing planning models Appendix D: Measuring marketing programs

About the Author

Peter Rix brings extensive practical marketing experience to his teaching and writing. He has held senior marketing and management positions in Australia and South East Asia, and has developed marketing strategies for national and international brands such as Edgell-Birds Eye, Penfolds, Chivas Regal, CSR and Windsor Farm. In recent years he has focused on the application of marketing principles to small-to-medium sized organisations. "Many large organisations seem to have lost the capacity to really listen to their customers, whereas DME's are often customer-focused both by nature and necessity", he says. "It is often then simply a matter of developing systems that help these firms to adopt a strategic approach to marketing. In my own business, and when consulting to other organisations, keeping it simple and practical are the main goals". As a practical application of his writing and teaching, Peter Rix provides consulting and training services to a diverse range of clients. He also co-owns and operates businesses in the childcare and experiential learning industries. In addition to Marketing: A Practical Approach, he is also co-author of Selling: A Consultative Approach, published by McGraw-Hill Australia.

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