Marketing

著者

• Lancaster, Geoffrey A.
• Reynolds, Paul

書誌事項

Marketing

Geoff Lancaster and Paul Reynolds

Butterworth Heinemann : In the Institute of Management Foundation, 1995

注記

Includes bibliographical references and index

内容説明・目次

内容説明

This text contains everything you need to know about how marketing impacts on business decisions. It is based upon the Management Charter Initiative's Occupational Standards for Management NVQs and SVQs at Levels 4 & 5. It is particularly suitable for managers on certificate and diploma programmes, including those accredited by BTEC, students on CMS/DMS courses and CIM students.

目次

• Introduction to marketing
• the marketing environment
• the functions of marketing
• channels of distribution
• physical distribution management
• product policy
• pricing
• market research
• market segmentation
• marketing communications
• buyer behaviour
• strategy
• sales forecasting
• international marketing
• relationship marketing
• internal marketing
• quality & customer care
• social marketing/marketing for non-profit organisations
• case studies.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA26773275
• ISBN:
  • 0750620552
• LCCN: 95201238
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Oxford ; Boston
• ページ数/冊数: xv, 399 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415
  • DC20 : 658.8
• 件名:
  • LCSH : Marketing