Contemporary issues in marketing
著者
書誌事項
Contemporary issues in marketing
Macmillan, 1999
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注記
"Macmillan business"
"Marketing week"--Cover
Includes bibliographical references and index
内容説明・目次
内容説明
Contemporary Issues in Marketing provides an innovative approach to learning about key marketing concepts based on a collaboration with Marketing Week.
This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week. Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.
目次
Consumer Behaviour.- Loyalty Marketing.- Database Marketing.- Marketing Research.- Business-to-Business Marketing.- Market Segmentation and Product Positioning.- Pricing.- Advertising.- Sales Promotion.- Direct Marketing.- Relationship Marketing.- Channel Management and Distribution.- Marketing Strategy.- Global and International Marketing.
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