Marketing : principles & perspectives
著者
書誌事項
Marketing : principles & perspectives
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1998
2nd ed
- タイトル別名
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Marketing : principles and perspectives
大学図書館所蔵 全4件
注記
Includes bibliographical references (p. 573-589) and indexes
内容説明・目次
内容説明
This text emphasizes integrated marketing communications and focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet. Each chapter opens with an Internet home page of a company, such as Kodak, and discusses how that site is being used to market the company. At the end of each chapter there is an Internet exercise and the text includes global cases, boxed features on using technology, earning customer loyalty and being entrepreneurial.
目次
- Marketing in a dynamic environment
- buying behaviour
- marketing research and marketing segmentation
- product and service concepts and strategies
- pricing concepts and strategies
- marketing channels and logistics
- integrated marketing communications.
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