Principles of marketing

著者

• Evans, Joel R.
• Berman, Barry

書誌事項

Principles of marketing

Joel R. Evans, Barry Berman

Prentice Hall, c1995

3rd ed

注記

Includes indexes

内容説明・目次

目次

I. AN INTRODUCTION TO MARKETING. 1. An Overview of Marketing. 2. The Environment of Marketing. 3. Developing, Integrating, and Analyzing the Marketing Plan. 4. Information for Marketing Decisions. II. BROADENING THE SCOPE OF MARKETING. 5. Societal, Ethical, and Consumer Issues. 6. International Marketing. III. CONSUMER ANALYSIS. 7. Final Consumers. 8. Organizational Consumers. 9. Developing a Target Market Strategy. IV. PRODUCT PLANNING. 10. Basic Concepts in Product Planning. 11. Goods Versus Services Marketing. 12. Conceiving, Developing, and Managing Products. V. DISTRIBUTION PLANNING. 13. Considerations in Distribution Planning and Physical Distribution. 14. Wholesaling and Retailing. VI. PROMOTION PLANNING. 15. The Context of Promotion Planning. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. VII. PRICE PLANNING. 18. Considerations in Price Planning. 19. Developing and Applying a Pricing Strategy. Appendixes. A. Careers in Marketing. B. Marketing Mathematics. C. Computer-Based Marketing Exercises. D. Glossary. Company and Name Index. Subject Index.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA27802324
• ISBN:
  • 0023347015
• LCCN: 94008845
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Englewoods Cliffs, NJ
• ページ数/冊数: xxxi, 521, [78] p.
• 大きさ: 28 cm.
• 付属資料: 1 computer disk (3 1/2 in.)
• 分類:
  • LCC : HF5415
  • DC20 : 658.8
• 件名:
  • LCSH : Marketing