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 件 / 全6件
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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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