Principles of marketing
著者
書誌事項
Principles of marketing
South-Western Pub. Co., c1994
2nd ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This book provides readers with a comprehensive introduction to marketing. Features include an Integrated Teaching System; more emphasis on multicultural marketing, globalization, TQM, ethics, small business marketing; and critical thinking cases and experiential exercises.
目次
- Part One: The World of Marketing: An Overview of Marketing
- The Marketing Environment
- Developing a Global Vision
- Part Two: Analyzing Marketing Opportunities: Consumer Decision Making
- Business- to Business Marketing
- Segmenting and Targetting Markets
- Multicultural Marketing in the United States
- Decision Support Systems and Market Research
- Part Three: Product Decisions: Product Concepts
- Developing and Managing Products
- Services and Nonbusiness Marketing
- Part Four: Distribution Decisions: Marketing Channels and Wholesaling
- Retailing
- Physical Distribution Management
- Part Five: Promotion Decisions: Marketing Communications and Promotions Strategy
- Advertising and Public relations
- Selling, Sales Management, and Sales Promotion
- Part Six: Pricing Decisions: Pricing Concepts
- Setting the Right Price
- Part Seven: Contemporary Marketing Management: Ethics and Social Responsibility
- Strategic Planning and Forecasting
- Assessing Marketing Productivity and Total Quality Management.
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