Introduction to marketing
著者
書誌事項
Introduction to marketing
（Marketing in action series / series editor, Norman Hart）
Kogan Page, 1999
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内容説明・目次
内容説明
A basic, yet practical introduction to marketing, this book traces the development of marketing as a subject and explains the global environment in which marketing operates, as well as considering the importance of the customer. It gives step-by-step advice on the tools of marketing, considering both "above the line" and "below the line" communication. It covers the four "P"s of marketing (product, price, place, promotion), as well as important areas that affect marketing, such as distribution and logistics.
目次
- Marketing defined
- marketing and customers
- consumer and organizational behaviour
- marketing information systems
- sales forecasting
- the tools of marketing
- personal selling
- above-the-line communication
- below-the-line communication
- product
- price
- channels of distribution
- logistics
- macro issues in marketing.
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