Principles of marketing
著者
書誌事項
Principles of marketing
（The Prentice-Hall series in marketing）
Prentice-Hall International, c1991
5th ed
- : pbk
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注記
Prentice-Hall international editions
Includes bibliographies and indexes
内容説明・目次
内容説明
This text offers coverage of: finding competitive advantage and differentiating the marketing offer; global marketing; the impact of a united Europe in 1992; service marketing strategy; integrated direct marketing and database marketing; geodemographic segmentation; micromarketing; speed as strategy (turbomarketing); brand and category management; environmentalism and "green" marketing.
目次
- Understanding marketing and the marketing management process
- analyzing market opportunities
- selecting target markets
- developing the marketing mix
- managing the marketing report
- extending marketing.
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