The marketing primer : key issues and topics explained
著者
書誌事項
The marketing primer : key issues and topics explained
(The marketing series)
Heinemann Professional Published on behalf of the Chartered Institute of Marketing, 1988
大学図書館所蔵 全7件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
内容説明・目次
内容説明
A learning and revision aid for students taking a variety of marketing examinations. The aim of this book is to complement other forms of study and provide a question and answer approach to the essential elements of marketing. The text begins with marketing's wider remit and then becomes more specific, examining market research, the product, pricing, promotion, distribution, retailing, international marketing and marketing strategy. It concludes with an examination of the ethics involved in marketing and industrial marketing. The book contains constructive advice on how to prepare for the examination, covering such matters as studying, revision techniques and how to cope with the stress of preparation. It advises upon examination technique and gives pointers as to what examiners look for in candidates' answers, backed up by extracts from marketing examiners' reports.
目次
- Preparing for examinations
- listing of questions answered in the text
- questions and answers - relating to the wider remit of marketing, - relating to buyer behaviour, - pertaining to market research and related issues, - relating to products (or services), - relating to pricing, - relating to promotion (advertising, selling and public relations), - relating to distribution (channels and logistics), - relating to international marketing and exporting, - relating to strategic issues, - relating to more specific issues in marketing
- mini case studies - international marketing: Exotic Siam Ltd
- planning and control - "Gabrielle"
- marketing communications: the Arthur Morrison Group.
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