The DNA of marketing - Kalb, Ira S. (Eagleville, Pa. : DNA Press, 2005)
The marketing cycle -- The marketing mix -- DNA of corporate image -- DNA of positioning -- DNA of product -- DNA of price -- DNA of distribution -- DNA of promotion -- DNA of direct marketing -- DNA of personal selling -- DNA of marketing information system -- DNA of international marketing -- DNA of customer service
Includes bibliographical references (p. 385-386).
Keywords: Marketing; High technology -- Marketing; Biotechnology industries -- Marketing