Marketing : contemporary concepts and practices
著者
書誌事項
Marketing : contemporary concepts and practices
Prentice-Hall, c1995
6th ed
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注記
Bibliogrpahy: p. 721-734
Includes indexes
内容説明・目次
内容説明
The sixth edition of Schoell/Guiltinan will vastly improve student's comprehension of the subject by grabbing their attention, involving them, and generating excitement. The all new design, which places emphasis on visual learning, was based on research of student's learning and study habits as well as extensive class testing. Key concept graphics, current ads that capture student interest and student-oriented in-text examples all aid in visualizing and understanding concepts.
目次
- I. MARKETING: ITS ENVIRONMENT AND MANAGEMENT. 1. What is Marketing? 2. The Global Environment of Marketing. 3. Marketing Management and the Planning Process. II. UNDERSTANDING AND SELECTING TARGET MARKETS. 4. Marketing Research. 5. The Consumer Market and Buying Behavior. 6. Organizational Markets and Buying Behavior. 7. Market Segmentation. 8. Target Marketing. III. DEVELOPING PRODUCTS AND SERVICES. 9. The Product Offering. 10. Product Development and Management. 11. Services and Nonprofit Marketing. IV. DISTRIBUTION. 12. Marketing Channels. 13. Wholesaling and Logistics. 14. Retailing. V. PROMOTION. 15. The Promotion Effort. 16. Advertising. 17. Direct Marketing, Sales Promotion, and Public Relations. 18. Personal Selling. VI. PRICING. 19. Pricing Procedures. 20. Pricing Administration. VII. EFFECTIVE MARKETING STRATEGIES. 21. Marketing Implementation and Control. 22. International Marketing. Appendixes: A. Financial Analysis and Marketing Management
- B. Careers in Marketing. Glossary. Indexes.
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