Marketing
著者
書誌事項
Marketing
（Longman modular texts in business and economics / Geoff Black and Stuart Wall, series editors）
Longman, 1996
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing integrates worked examples, exercises and theory to introduce readers to the fundamental principles of the subject. It covers a wide range of marketing techniques and practices in a logical sequence that will enable the reader to gradually build up a knowledge of theories and practices involved in attracting and maintaining profitable customer bases. Throughout the book the authors make frequent reference to well known brand names to emphasise the relevance and importance of marketing in all our lives. Serious academic analysis is combined with a sense of humour and an accessible writing style. Assuming no prior knowledge of the subject, this text is an ideal introduction for all undergraduates & students taking courses in Business and Management Studies. The interactive style and extensive provision of self-study questions and activities means that the text is also well suited for students on distance learning courses.
目次
1. Introduction: What is marketing? 2. The marketing environment 3. Buyer behaviour 4. Marketing research 5. Market segmentation and positioning 6. Product 7. New product development and innovation 8. Price 9. Distribution 10. Marketing communications I 11. Marketing communications II 12. Marketing strategy and planning 13. Marketing organisation and control 14. Applications of marketing
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