Basic marketing management
著者
書誌事項
Basic marketing management
Wiley, c2000
2nd ed
- : acid-free paper
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注記
Includes index
内容説明・目次
内容説明
To accommodate instructors who either don't use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep the price of the book affordable, we have chosen to publish this book in a paperback form. Like the Marketing Management: Text and Cases, Seventh Edition text, this book is intended for the Sr/MBA course in Marketing Management or Marketing Strategy. 15 chapters provide good coverage of the subject in a compact format.
目次
The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.
Index.
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