Introduction to marketing concepts
著者
書誌事項
Introduction to marketing concepts
Elsevier Butterworth Heinemann, 2005
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注記
Including bibliographical references and index
内容説明・目次
内容説明
Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.
The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject.
A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.
目次
- Part I: Introduction to Marketing
- The Marketing plan
- Environmental factors
- Market research
- Market segmentation and buyer behaviour: Part II: Products, NPD and innovation
- Pricing
- Promotions
- Place: Part III: Analysing competitors and competitive advantage
- Targeting, positioning and branding strategy
- Implementation
- Control
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