Marketing
著者
書誌事項
Marketing
（Macmillan business masters）
Macmillan Business, 1998
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This introductory text provides a comprehensive guide structured to cover milestones in marketing thinking and demonstrate their application. It should be useful to students coming to the subject for the first time but may also benefit practitioners as an aid to tactical marketing thinking and as a pointer to more advanced strategic marketing planning processes and structures.
目次
Development of the Marketing Concept - Marketing and the Organisations Micro- and Macro-environment - Customers and Marketing - Buyer Behaviour - Marketing Information Systems and Forecasting - Marketing Research - Products and Services - Price - Channels of Distribution - Logistics Management - Managing Selling - Above-and Below-the-line of Promotion - Public Relations - International Marketing - Marketing Planning
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