Marketing : an introduction
著者
書誌事項
Marketing : an introduction
Prentice-Hall, c1993
3rd ed
- : pbk
大学図書館所蔵 全30件
注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Appropriate for an introductory/principles based marketing course, this book presents a managerial introduction to the basics of modern marketing. Now in its third edition, it combines the chapters on strategic planning and the marketing process to streamline the marketing management process without sacrificing essential content. Features of the book include "marketing at work" boxes which provide examples and additional real-world information on all aspects of marketing, from consumer behaviour to environmental issues. Emphasis is placed upon ethics and social responsibility; current ethical and societal issues such as subliminal perception in advertising, socially responsible market targeting, ethical issues in pharmaceuticals pricing and "green marketing" are addressed. Coverage of international aspects such as pricing has been expanded in this edition. Company cases are included which refer to appropriate chapters, and each chapter is introduced with a relevant marketing story such as those of Kellogg, Nike, Kodak and Gerber.
The following supplements to the text are available: instructor's annotated edition; instructor's resource manual; test item file; colour transparencies; study guide; and transparency masters.
目次
- Part 1 Understanding marketing and the marketing management process: social foundations of marketing
- meeting human needs
- strategic planning and the marketing process. Part 2 Analyzing market opportunities: consumer markets and consumer buying behaviour
- market segmentation
- targeting and positioning. Part 3 Selecting target markets: consumer markets and consumer buying behaviour
- organizational markets and organizational buyer behaviour
- market segmentation
- targeting and positioning. Part 4 Developing the marketing mix: designing products - products, brands, packaging and services
- designing products - new product development and life-cycle strategies
- pricing products
- placing products - distribution channels and physical distribution
- planning products - retailing and wholesaling
- promoting products - communication and promotion strategy, advertising, sales promotion and public relations, personnel and sales mangement. Part 5 Extending marketing: internal marketing
- marketing services, organizations, persons, places and ideas
- marketing and society - social responsibility and marketing ethics. Appendices: marketing arithmetic
- careers in marketing.
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