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
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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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