Marketing management : knowledge and skills
著者
書誌事項
Marketing management : knowledge and skills
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1998
5th ed., international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Combining text and cases, this book features 40 cases, some taken from INSEAD, covering global, ethics and services issues. There is expanded coverage of relationship marketing and new coverage of smaller, entrepreneurial companies, creativity, values and strategic partnerships.
目次
- Part 1: essentials of marketing management. Part 2: analyzing marketing problems. Part 3: financial analysis for marketing decisions. Part 4: developing marketing plans. Part 5 Secondary data sources - cases: marketing opportunity analysis
- product strategy
- promotional strategy
- distribution strategy
- pricing strategy
- selected issues in marketing management.
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