Essentials of marketing
著者
書誌事項
Essentials of marketing
McGraw-Hill, c2002
4th ed
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内容説明・目次
内容説明
The new edition of Essentials of Marketing synthesises contemporary marketing knowledge to present the fundamental principles that underpin any introductory marketing course, while retaining the core coverage of marketing perspectives, tools, and planning from the previous edition. This edition has been revised to meet the needs of students taking the CIM Marketing Fundamentals examination, for which this text is essential reading.
目次
PrefaceUsing the text: A route mapPart One: Marketing Perspective and Context1. The Marketing Culture2. The Marketing Environment3. Understanding the Behaviour of Customers4. Market segmentation, targeting and positioningPart Two: The Marketing Tools5. Marketing Information Systems and Research6. The product (or service)7. Pricing8. Channels of distribution and logistics9. Marketing communications10. Selling and sales managementPart Three: Marketing Planning and Decision-Making11. Sales Forecasting12. Marketing planning: combining the marketing mixPart Four: Marketing's Wider Issues13. Customer care and relationship marketing14. International MarketingPart Five: Case Studies15. Undertaking extended case studies16. Undertaking mini case studiesAppendicesAppendix 1: Further strategic marketing planning toolsAppendix 2: Extended case studies: further useful concepts and definitions
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