Serrano, Angelita Ong Camilar <br/><br/>
Principles of marketing / 
Angelita Ong Camilar Serrano 
 - x, 394 pages :   illustrations. 
<br/><br/>Includes bibliography: p391-392. 
<br/><br/>Contents	Preface Acknowledgement Chapter 1 Marketing Principles and Strategies Lesson 1 Marketing and Its Traditional Approaches Lesson 2 Goals of Marketing Lesson 3 Contemporary Approaches to Marketing Chapter 2 Customer Relationship: Customer Service Lesson 1 Relationship Marketing Lesson 2 Customer Value Lesson 3 Customer Relationship Development Strategies Lesson 4 Customer Service Strategy in the Philippine Business Enterprise Chapter 3 Market Opportunity Analysis and Customer Analysis Lesson 1 Strategic Marketing vs. Tactical Marketing Lesson 2 The Marketing Environment Lesson 3 Marketing Research Lesson 4 Consumer and Business Analysis Lesson 5 Marketing Segmentation, Targeting and Positioning Chapter 4 The Marketing Mix Lesson 1 Product Lesson 2 Pricing Lesson 3 Distribution Lesson 4 Promotion Chapter 5 Managing the Marketing Effort Lesson 1 Market Analysis and Planning Lesson 2 Marketing Implementation and Control Chapter 6 Workshop and Presentation of Marketing Plan Lesson 1 Writing and Presenting a Marketing Plan Appendices Bibliography Webliography 
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<br/><br/><label>ISBN: </label>9789719654308 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8