Marketing management
著者
書誌事項
Marketing management
Pearson/Prentice Hall, c2004
2nd ed
- : pbk.
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注記
"Pearson International Edition" -- cover
Includes bibliographical references and index
内容説明・目次
内容説明
For upper-level undergraduate or MBA "core" courses in Marketing Management.
This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.
目次
I. MARKETING PHILOSOPHY AND STRATEGY.
1. Marketing and the Job of the Marketing Manager.
2. Developing a Marketing Strategy.
II. ANALYSIS FOR MARKETING DECISIONS.
3. Marketing Research.
4. Analyzing Consumer Behavior.
5. Organizational Buying Behavior.
6. Market Structure and Competitor Analysis.
III. MARKETING DECISION MAKING.
7. Product Decisions.
8. New Product Development and Marketing.
9. Integrated Marketing Communications and Advertising Strategy.
10. Managing Channels of Distribution.
11. Managing Direct Channels: Sales Management and Direct Marketing.
12. Pricing.
13. Sales Promotion.
14. Customer Relationship Management.
15. Strategies for Service Markets.
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