Principles of marketing
著者
書誌事項
Principles of marketing
Prentice Hall, c1991
4th ed
大学図書館所蔵 全19件
注記
Includes bibliographical references and index
内容説明・目次
内容説明
An introduction to marketing, this book provides coverage of the fundamentals and offers insights into the recent developments. Organized into a five section format, the book begins with the basics - marketing principles, concepts, the marketing mix, research activities, the target market - and concentrates on both the technical and theoretical knowledge needed to enter the marketing field; looks closely at the characteristics of the target market; examines the development of the marketing mix and the related products; discusses ways to get the product to the market - including channels of distribution, wholesaling, retailing, sales promotion and direct marketing; and introduces specialized marketing considerations - such as consumerism and the legal environment.
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