Marketing today
著者
書誌事項
Marketing today
Prentice Hall, 1995
4th ed
大学図書館所蔵 件 / 全12件
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This edition features a new chapter on marketing in the public sector along with new sections on competition and complexity; scanning databases; database marketing; co-operative strategies; developing marketing strategy; product planning; sales promotion; direct channels; competition; saturation; and internationalism. Examples are taken from many international companies, for example Ford, Pirelli, Benetton, Mars, Coca-Cola, and Proctor and Gamble.
目次
- The role of marketing
- consumer psychology
- social influences on buyer behaviour
- models of buyer behaviour
- organizational buying behaviour
- segmentation and positioning
- marketing research
- sales forecasting and market potential
- developing marketing strategy
- competitive strategies
- marketing planning and implementation
- product planning
- planning new and mature products
- market testing
- promotion planning
- advertising objectives and assessment
- planning advertising and sales promotion
- salesforce planning
- salesforce motivation and control
- channel structure and conduct
- channel and distribution planning
- price planning
- international marketing, Joe Penn
- the broader application of marketing, Richard Christy
- organizing and appraising marketing operations
- challenges to marketing.
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