by A.B. Ilano
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Principles of Marketing is envisioned to be a marketing textbook that is designed for ease of comprehension, enabling high readability especially for 11th Grade students, while offering a depth of perspective that is useful even for professionals and marketing practitioners.
Peppered with captivating stories, anecdotes and case studies from the Philippine market, it is designed to make the learning of marketing an engaging and eye-opening process. And with its tone that is closer to popular non-fiction books than it is to the traditional textbook voice, readers can be expected to actually enjoy reading the book in full, thereby making the learning process as painless as possible.
Table of Contents
1. The Principles of Marketing
2. The Environment and Its Opportunities
3. Market Segments and Consumer Behavior
5. Product Strategies
6. Pricing Strategies
7. Place and Placement
8. Promotion Strategies
9. Integrated Marketing Communications
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