Essentials of marketing

著者

• Lamb, Charles W.
• Hair, Joseph F.
• McDaniel, Carl D.

書誌事項

Essentials of marketing

Charles W. Lamb, Jr., Joseph F. Hair, Jr., Carl McDaniel

South-Western College Pub., c2001

2nd ed

• : alk. paper

注記

Includes bibliographical references (p. 552-564) and indexes

内容説明・目次

内容説明

Providing coverage of key marketing topics and issues, this text features an online chapter on Internet Marketing and a full set of ancillaries. Entrepreneurship boxes should help users apply concepts to the fastest-growing segment of business: small business.

目次

PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. The Marketing Environment and Marketing Ethics. 3. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 4. Consumer Decision Making. 5. Business Marketing. 6. Segmenting and Targeting Markets. 7. Decision Support Systems and Marketing Research. PART III: PRODUCT AND DISTRIBUTION DECISIONS. 8. Product and Services Concepts. 9. Developing and Managing Products. 10. Marketing Channels and Logistics Decisions. 11. Retailing. PART IV: INTEGRATED MARKETING COMMUNICATION AND PRICING CONCEPTS. 12. Marketing Communication and Personal Selling. 13. Advertising, Sales Promotion, and Public Relations. 14. Internet Marketing (available on-line). 15. Pricing Concepts. Appendix: Careers in Marketing.

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詳細情報

• NII書誌ID(NCID): BA49799256
• ISBN:
  • 0324043767
• LCCN: 99087757
• 出版国コード: at
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Australia ; United States
• ページ数/冊数: xxviii, 579 p.
• 大きさ: 28 cm.
• 付属資料: 1 computer laser optical disc (4 3/4 in.)
• 分類:
  • LCC : HF5415
  • DC21 : 658.8
• 件名:
  • LCSH : Marketing
  • LCSH : Marketing -- Management