Contemporary marketing
著者
書誌事項
Contemporary marketing
（The Dryden Press series in marketing）
Harcourt College Publishers, c2001
10th ed
大学図書館所蔵 全6件
注記
Includes bibliographical references and index
内容説明・目次
内容説明
This is an introduction to marketing. Now in its 10th edition, each revision builds upon past innovations, creating a technologically advanced, student friendly, instructor supported text. This text devotes two chapters to technology issues. Part two "Managing Technology to Achieve Marketing Success" explores emerging e-commerce concepts and related issues and also includes an entire chapter devoted to the impact of technology and the Internet on relationship marketing.
目次
- Developing relationships through consumer focus, quality, technology & ethical behaviour
- the marketing environment, ethics & social responsibility
- global dimensions of marketing
- E-commerce - electronic marketing & the Internet
- using technology & the Internet to succeed in relationship marketing
- marketing planning & forecasting
- marketing research & decision support systems
- market segmentation, targeting & positioning
- interpersona determinants of consumer behaviour
- business-to-business marketing
- product strategies for goods & services
- brand management & new product planning
- marketing channels & distribution strategies
- retailing, direct marketing & wholesaling
- integrated marketing communications
- advertising, sales promotion, & public relations
- personal selling & sales force management
- price determination
- managing the pricing function.
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