Marketing : an introduction
著者
書誌事項
Marketing : an introduction
Prentice Hall, c2003
6th ed., international ed
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注記
Includes indexes
内容説明・目次
内容説明
For courses in Principles of Marketing.
This accessible, streamlined introduction to marketing by two of today's best selling marketing authors helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars-(1) theory and concepts; (2) practices and applications; and (3) pedagogy-cultivating an efficient, effective teaching and learning environment.
目次
I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS.
1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
II. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT.
3. Marketing in the Internet Age.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer and Business Buyer Behavior.
III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
8. Product and Services Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Strategies.
11. Marketing Channels and Supply Chain Management.
12. Retailing and Wholesaling.
13. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations.
14. Integrated Marketing Communication: Personal Selling and Direct Marketing.
IV. EXTENDING MARKETING.
15. Global Marketing.
16. Marketing and Society: Social Responsibility and Marketing Ethics.
Cases.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.
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