Basic marketing : a global-managerial approach
著者
書誌事項
Basic marketing : a global-managerial approach
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1999
13th ed
- international ed.
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注記
Includes bibliographical references (p. 743-786) and indexes
System requirements for accompanying computer disc: IBM-compatible, pentium 133mhz or faster, sound card, 32mb of hard drive, and 4 speed CD-Rom, with Windows 95 or later
内容説明・目次
内容説明
Presenting leading principles of marketing for both the domestic and international market, this text develops the 4P framework when describing the components of the marketing mix: product, price, place and promotion.
目次
- Marketing's role in the global economy
- marketing's role within the firm or non-profit organization
- focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment
- demographic dimensions of global consumer markets
- behaviourial dimensions of the consumer market
- business and organizational customer and their buying behaviour
- improving decisions with marketing information
- elements of product planning for goods and services
- product management and new-product development, place and development of channel systems
- distribution customer service and logistics
- retailers, wholesalers, and their strategy planning
- promotion-introduction to integrated marketing communications
- personal selling
- advertising and sales promotion
- pricing objectives and policies
- price setting in the business world
- developing innovative marketing plans
- implementing and controlling marketing plans - evolution and revolution
- managing marketing's link with other functional areas
- ethical marketing in consumer-oriented societies - appraisal and challenges.
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