Marketing : principles & perspectives
Author(s)
Bibliographic Information
Marketing : principles & perspectives
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1998
2nd ed
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Marketing : principles and perspectives
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Note
Includes bibliographical references (p. 573-589) and indexes
Description and Table of Contents
Description
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.
Table of Contents
- 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.
by "Nielsen BookData"
