Marketing management
著者
書誌事項
Marketing management
McGraw-Hill, 2001
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Now in its third edition, Marketing Management continues to meet the needs of students taking courses at undergraduate, postgraduate and MBA levels. Fully updated, the text retains the themes of the previous editions and builds on their success. It examines the concepts and practical application of marketing at a strategic level, emphasising the process of managerial decision-making.
目次
Chapter 1: The development of a Strategic approach to Marketing
Chapter 2: Analysing the environment: opportunities and threats
Chapter 3: Appraising resources: Strengths and Weaknesses
Chapter 4: Strategic marketing planning tools
Chapter 5: Markets and customers: buyer behaviour and marketing strategy
Chapter 6: Markets and customers: market boundaries and target marketing
Chapter 7: Product and innovation strategies
Chapter 8: Pricing strategies
Chapter 9: Promotional strategy
Chapter 10: Channels of distribution
Chapter 11: Logistics
Chapter 12: Sales Management
Chapter 13: Marketing information systems
Chapter 14: Sales forecasting
Chapter 15: Implementing strategic marketing: organization and resources
Chapter 16: Evaluating and controlling strategic marketing
Chapter 17: Services marketing: Relationship marketing
Chapter 18: International marketing
Analysing Case Studies
Glossary of key terms
Index
「Nielsen BookData」 より
