Real marketing - Llanes, Violeta A.; Iturralde, Jose Rene.; Pura, Jose M. (Quezon City Katha Pub., 1996)
Pt. I: FOUNDATIONS OF MARKETING. The nature of marketing -- Analyzing the marketing environment -- Consumer behavior and organizational markets -- Research for marketing decisions. Pt. II: MARKETING MIX DECISIONS. Understanding products -- Pricing concepts and strategies -- Managing physical distribution and marketing channels -- The promotion mix: an overview, and sales promotion -- Advertising and marketing public relations -- Professional selling -- Marketing and social responsibility -- Appendix.
Keywords: Marketing -- Philippines; Marketing -- Study and teaching