Marketing principles that work and make sense : for senior high school, marketing student, faculty, and practitioners - Garrovillas, Eduardo P.; Cama, Ronie (Mandaluyong City : Books Atbp. Publishing Corp., 2017)
Chapter 1. An overview of contemporary marketing -- Chapter 2. McCarthy's 4Ps and other Ps -- Chapter 3. Product and service concepts -- Chapter 4. Development of new products and services -- Chapter 5. Product and service strategies -- Chapter 6. Pricing concepts -- Chapter 7. Price determination and pricing strategies -- Chapter 8. Integrated marketing communication -- Chapter 9. Advertising, events & public relations -- Chapter 10. Consumer and trade sales promotion -- Chapter 11. Personal selling and sales management -- Chapter 12. Direct marketing communication -- Chapter 13. Marketing channels, retailing, wholesaling and logistics management -- Chapter 14. Ten key marketing perspectives -- Chapter 15. The global marketplace -- References.
Includes references.