Marketing
著者
書誌事項
Marketing
Prentice Hall, 1995
2nd ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Substantial revision, now 18% shorter. This text has a strategic orientation, thorough coverage of marketing planning including Millennium marketing plan), fully integrates international (no separate chapter), three comprehensive end-of-text cases, along with a contemporary design including info graphics and embedded boxes entitled "Risk and Gambles", "Behind the Scenes" and "Open to Debate".
目次
- Marketing, the organization and the environment
- the knowledge base
- strategic planning
- product strategy
- distribution and pricing strategy
- marketing communication strategy
- from product management to market leadership.
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