Marketing / Alexander Hiam with Linda G. Rastelli.

Includes index.

Making marketing happen -- The marketing plan -- Knowing consumers -- Segmenting and targeting markets -- Marketing research -- Developing and managing products -- Marketing channel management -- Retailing -- Pricing -- Marketing communications and personal selling -- Advertising -- Publicity, public relations, and sales promotions -- Internet marketing.

Building on three well known Marketing books (Marketing for Dummies, Core Concepts of Marketing, and The Ultimate Guide to Electronic Marketing for Small Business), this text creates a concise introduction to the general principles of a marketing course. Introducing Marketing defines basic terms and concepts, describes the key features and characteristics of strategies and tools that practitioners use in their field, and provides students with a strong background with which to apply their newly acquired knowledge.

Includes bibliographical references and index.