Marketing
著者
書誌事項
Marketing
（McGraw-Hill series in marketing）
McGraw-Hill, c1997
11th ed
- : paper
- International ed
- タイトル別名
-
Fundamentals of marketing
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注記
Rev. ed. of: Fundamentals of marketing / William J. Stanton, Michael J. Etzel, Bruce J. Walker. 10th ed. c1994
Includes bibliographical references and indexes
内容説明・目次
内容説明
This textbook stresses the importance and necessity of a customer-oriented approach to marketing. It covers relationship marketing, ISO 9000, database marketing, and the technological developments that have reinvented marketing practice in the 1990s, such as Internet and the World Wide Web. Case studies include rivalries such as Coke versus Pepsi.
目次
- Part 1 Modern marketing: the field of marketing
- the dynamic marketing experience
- strategic marketing planning
- marketing research and information. Part 2 Target markets: consumer markets and buying behaviour
- business markets and buying behaviour
- market segmentation and target market strategies. Part 3 Product: product planning and development
- product-mix strategies
- brands, packaging and other product features. Part 4 Price: price determination
- appendices - marketing math, pricing strategies. Part 5 Distribution: channels of distribution
- retailing
- wholesaling and physical distribution. Part 6 Promotion: the promotional programme
- personal selling and sales management
- advertising, sales promotion and public relations. Part 7 Marketing in special fields: services marketing by for-profit and nonprofit organizations
- international marketing. Part 8 Managing the market effort: implementation and evaluation
- marketing appraisals and prospects.
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