Fundamentals of marketing
著者
書誌事項
Fundamentals of marketing
（McGraw-Hill series in marketing）
McGraw-Hill, c1994
10th ed
- International ed.
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注記
Includes bibliographical references and indexes
内容説明・目次
- 巻冊次
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ISBN 9780070610156
内容説明
This text provides coverage of the managerial approach to marketing fundamentals, stressing the importance and necessity of a customer-oriented approach. Each chapter features international and ethical references, as well as managerial perspectives.
- 巻冊次
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International ed. ISBN 9780071136709
内容説明
The tenth edition remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Every chapter is replete with international and ethical references, as well as managerial perspectives - and environmental marketing issues are covered periodically. The tenth edition is two chapters shorter than the last edition, so as to allow more time to cover it in its entirety. Eight of the 22 chapters have been extensively rewritten and all chapters have been updated. Each chapter is now framed by a short case involving a brand-name company: the case introduces the chapter, then closes the chapter with a follow-up. New "You Make the Decision" boxes invite students to grapple with managerial challenges real marketers are facing and new "A Commitment to ..." boxes emphasize the necessity for commitment to the environment, to customer satisfaction, or to quality. Two "Hands-on Marketing" exercises requiring library and/or field research have been added to the end of each chapter.
目次
- Modern marketing and its environment
- the field of marketing - appendix A: careers in marketing
- the changing marketing environment
- strategic planning and forecasting
- marketing research and information. Part 2 Tartet markets
- market segmentation and target market strategies
- consumer buying behaviour
- the business market. Part 3 The product
- product planning and development
- product mix strategies
- brands, packaging, and other product features. Part 4 The price
- price determination - appendix B: marketing math
- pricing strategies and policies. Part 5 Distribution
- channels of distribution process
- retailing
- wholesaling and physical distribution. Part 6 Promotion
- the promotional programme
- personal selling and sales management
- advertising, sales promotion, and public relations. Part 7 Marketing in special fields
- marketing of services - for-profit and not-for-profit
- international marketing. Part 8 Managing a marketing programme
- marketing implementation and evaluation
- marketing appraisal and prospects.
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