Principles of marketing
著者
書誌事項
Principles of marketing
Kent Pub. Co., c1987
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text provides a comprehensive introduction to marketing with a managerial and strategic orientation that puts students in a decision-making role and encourages them to think about marketing strategy in the real-world of business. Using a highly motivating and clear writing style, the authors include profiles of leading marketers and short descriptions of marketing in action to bring the marketing environment into focus. Problems, exercises, and insights into how a variety of companies and industries practice marketing reinforce key concepts and principles. This book should be of interest to degree and diploma students of marketing, business studies and management taking introductory marketing courses.
目次
Part I: An introduction to marketing. Marketing: an overview. The marketing environments. Marketing mangement and strategic planning. Part II: Understanding the market-place. The marketing research process and the marketing information systems. Consumer buyer behavior. Organizational markets and buyer behavior. Market segmentation and target marketing. Part III: Product planning and decisions. Product concepts. Product planning and development. Part IV: Distribution planning and decisions. Marketing channels. Physical distribution. Retail and wholesale institutions. Part V: Promotion planning decisions. Promotion. Advertising and publicity. Personnel selling and sales promotion. Part VI: Price planning and decisions. Price concepts. Price determination. Part VII: Special growth opportunities. International marketing. Services marketing. Non-profit marketing. Part VIII: Marketing organization, Evaluation and the future. Executing the marketing plan. Evaluation, ethics and the future of marketing.
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