Principles of marketing
著者
書誌事項
Principles of marketing
HarperCollins Publishers, c1995
4th ed
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内容説明・目次
内容説明
Discussing concepts and issues such as relationship marketing, legal and ethical issues, green marketing, technology, and total quality management, this fourth edition represents a revision of this research based text. This edition includes an increased focus on the globalization of marketing through an earlier placement of the global marketing chapter as well as an array of in-text global examples. The strong integration of real-world examples and applications is reflected with the story of Harley Davidson. This running case details the superior marketing stategy that helped this company not only increase its market share, but also surpass its earlier prominence. "Principles of Marketing" also provides students and professors with support through extensive learning aids like the "Marketing Profiles", "Marketing in Action" boxes, and "Career Focus" applications. The ancilliary package that accompanies the text further extends the emphasis on integrating theory with real-world practice with an international Lecture Series that includes lectures written by professors from around the world.
Through each chapter and example, students learn how broadly marketing effects their everyday life. "Principles of Marketing" gives students an understanding of marketing in today's global economy as well as a preview of marketing in the 21st century.
目次
- Part 1 Marketing and the environment: introduction to marketing
- the marketing environment
- marketing planning
- global marketing. Part 2 The marketplace: Segmentation, targeting and positioning
- consumer buying behaviour
- business markets and organizational buying behaviour
- information for marketing decision making. Part 3 Product: basic product concepts
- product development and management. Part 4 Distribution: channels of distribution
- wholesaling and physical distribution
- retailing. Part 5 Promotion: communication strategies
- advertizing, sales promotion, and publicity
- personal selling. Part 7 Specific marketing situations: marketing of services
- marketing in non-profit organizations.
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