The marketing casebase : short examples of marketing practice
著者
書誌事項
The marketing casebase : short examples of marketing practice
Routledge, 1995
- : pbk
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Containing hundreds of mini case studies on the marketing strategies of well-known companies throughout the world, this book offers a feast of real-life examples of marketing practice. With brief explanations of the key marketing techniques and strategies, from market analysis to the marketing mix, it covers consumer, industrial and service marketing. It is fully cross-referenced and is it is ideal for students and professionals alike.
目次
- The strategic planning process
- marketing strategies
- the marketing environment
- marketing research, information, forecasting and measurement
- buyer behaviour
- segmentation and positioning
- products
- new product development
- pricing
- marketing channels
- advertising
- personal selling
- sales promotion and public relations
- market status and competitive moves
- organization structures.
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