Essentials of Marketing : A Global-Managerial Approach

• Tác giả: Perreault D., E. Jerome McCarthy
• Ngôn ngữ: eng
• ISBN-10: 0072935898
• Ký hiệu phân loại: 658.8 Management of marketing
• Thông tin xuất bản: New York : McGraw-Hill, 2006
• Mô tả vật lý: 638 tr. ; , 27 cm
• Bộ sưu tập: Khoa học ứng dụng
• ID: 18998
• Chủ đề: 1. Marketing

Tóm tắt

 
- Chapter 1 Marketing's Role in the Global Economy
 
- Chapter 2 Marketing's Role within the Firm or Nonprofit Organization
 
- Chapter 3 Focusing Marketing Strategy with Segmentation and Positioning
 
- Chapter 4 Evaluating Opportunities in the Changing Marketing Environment
 
- Chapter 5 Final Consumers and Their Buying Behavior
 
- Chapter 6 Business and Organizational Customers and Their Buying Behavior
 
- Chapter 7 Improving Decisions with Marketing Information
 
- Chapter 8 Elements of Product Planning for Goods and Services
 
- Chapter 9 Product Management and New-Product Development
 
- Chapter 10 Place and Development of Channel Systems
 
- Chapter 11 Distribution Customer Service and Logistics
 
- Chapter 12 Retailers, Wholesalers, and Their Strategy Planning
 
- Chapter 13 Promotion--Introduction to Integrated Marketing Communications
 
- Chapter 14 Personal Selling
 
- Chapter 15 Advertising and Sales Promotion
 
- Chapter 16 Pricing Objectives and Policies
 
- Chapter 17 Price Setting in the Business World
 
- Chapter 18 Developing Innovative Marketing Plans: Appraisal and Challenges
 Appendices
 Appendix A Economics Fundamentals Appendix B Marketing Arithmetic
 Appendix C Career Planning in Marketi.