Marketing : creating value for customers
著者
書誌事項
Marketing : creating value for customers
（The Irwin series in marketing）
Irwin/McGraw Hill, c1998
2nd ed
- : international ed
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注記
Bibliography: p. [587]-605
Includes indexes
内容説明・目次
- 巻冊次
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: international ed ISBN 9780071152259
内容説明
Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value, and offers coverage of the most current topics: relationship marketing, technology, IMC, global marketing, services, and small businesses (through extensive examples). This concise text is less than 600 pages and is completely updated with all references from 1996 or later. The extensive supplements package was thoroughly revised, updated, and reviewed by at least three marketing instructors to ensure quality.
- 巻冊次
-
ISBN 9780256228779
内容説明
Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value, and offers coverage of the most current topics: relationship marketing, technology, IMC, global marketing, services, and small businesses (through extensive examples). This concise text is less than 600 pages and is completely updated with all references from 1996 or later. The extensive supplements package was thoroughly revised, updated, and reviewed by at least 3 marketing instructors to ensure quality.
目次
Part I Developing Marketing Plans and Strategies Chapter One Marketing: Creating Value for CustomersChapter TwoEnvironmental AnalysisChapter ThreeGlobal Marketing Challenges Chapter FourMarketing Planning and Organization Strategy Part II Understanding Customers and Markets Chapter FiveMarketing Research: Information and TechnologyChapter SixConsumer BehaviorChapter SevenOrganizational Buying BehaviorChapter EightMarket SegmentationPart IIIManaging and Developing Products and ServicesChapter NineManaging Existing ProductsChapter TenDeveloping New ProductsChapter ElevenMarketing ServicesPart IVPricing Principles and Strategies Chapter TwelveFundamentals of PricingChapter ThirteenPricing Goods and ServicesPart VPlacement: Distributing Goods and Services Chapter FourteenManaging Distribution ChannelsChapter FifteenWholesaling and Physical DistributionChapter SixteenRetailingPart VIPromotion: Integrated Marketing CommunicationsChapter SeventeenManaging Marketing CommunicationsChapter EighteenAdvertising, Sales Promotion, and PublicityChapter NineteenPersonal Selling and Sales ManagementPart VIIEvaluating Marketing Effectiveness Chapter TwentyImplementing and Controlling Marketing ActivitiesAppendix ADeveloping a Marketing PlanAppendix B Career Opportunities in MarketingAppendix CMathematics Used in MarketingNotesGlossaryIndexes
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