Marketing

著者

• Lancaster, Geoffrey A.
• Reynolds, Paul

書誌事項

Marketing

Geoff Lancaster and Paul Reynolds

Palgrave Macmillan, 2004

• : pbk

注記

Includes bibliographical references and index

内容説明・目次

内容説明

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

目次

Development of the Marketing Concept.- Marketing and the Organization's Micro and Macro-environments.- Customers and Marketing.- Buyer Behaviour.- Marketing Information Systems and Forecasting.- Marketing Research.- Products and Services.- Pricing.- Channels of Distribution.- Logistics Management.- Managing Selling.- Above and Below-the-line Promotion.- Public Relations.- International Marketing.- Marketing Planning.- Marketing and the Use of Internet Technology.- Customer Relationship Management.

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詳細情報

• NII書誌ID(NCID): BA6516810X
• ISBN:
  • 0333987896
• LCCN: 2003065677
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xii, 434 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415
  • DC22 : 658.8
• 件名:
  • LCSH : Marketing
  • LCSH : Internet marketing