Marketing
著者
書誌事項
Marketing
South-Western College Publishing, c1998
4th ed.
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注記
Includes bibliographical references (p. [653]-669) and indexes
内容説明・目次
内容説明
This text is organized around the marketing mix. The latest concepts and theories are covered, including: Internet marketing; marketing plans; customer value; small business; global and multicultural marketing; ethics; and careers in marketing.
目次
- An overview of marketing
- strategic planning - developing and implementing a marketing plan
- the marketing environment
- developing a global vision
- ethics and social responsibility
- consumer decision making
- business-to-business marketing
- segmenting and targeting markets
- decision support systems and marketing research
- product concepts
- developing and managing products
- services and non-business marketing
- customer value and quality
- channels and distribution
- retailing and wholesaling
- promotion strategy and marketing communication
- advertising and public relations
- sales promotion and personal selling
- Internet marketing
- pricing concepts
- setting the right price. Appendix: careers in marketing.
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