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Direct marketing management : 2nd ed.

Tác giả: Mary Lou Roberts, Paul D. Berger

The basic of direct marketing, direct marketing decision variables, special techniques of direct marketing, direct marketing media.

Marketing strategy

Tác giả: O.C. Ferrell, Michael D. Hartline, George H. Lucas Jr, David Luck

Strategic market planning, developing the marketing plan, environmental Analysis, Swot: the analysis of strengths, weaknesses, opportunities and threats; Mission, goals, and opjectives; Marketing strategy decisions; Selecting and developing the marketing strategy; Marketing implementation.

The marketing plan

Tác giả: William M. Luther

The role of marketing within a business, decisions to be made before developing your marketing plan, developing your brand personality, developing your marketing plan, feedbeck - Using controls and market research to complete the loop.

Marketing: Principles & Perspectives : 3rd ed.

Tác giả: William O. Bearden, Thomas N. Ingram, Raymond W. LaForge

Marketing in a Dynamic environment, buying behavior, marketing research and market segmentation, product and service concepts and strategies, pricing concepts and strategies, marketing channels and logistics, integrated marketing communications.

Marketing management : 11th ed.

Tác giả: Philip Kotler

Understanding marketing management, analyzing marketing opportunities, developing market strategies, shaping the market offering, managing and delivering marketing programs.