Marketing management : strategy and cases
著者
書誌事項
Marketing management : strategy and cases
Wiley, c1990
5th ed
- : pbk
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注記
Includes bibliographical references and index
"Wiley international editions"--Cover
内容説明・目次
内容説明
This textbook focuses on all aspects of planning, co-ordinating and executing marketing strategy, taking an international approach and placing greater emphasis on the customer. This edition features new chapters on service marketing and international marketing and includes 46 case studies.
目次
- Why Marketing Is Important
- Marketing Strategy
- Customer Analysis
- Segmentation and Positioning
- Measuring and Forecasting Market Opportunities
- Product Development and Testing
- Product and Brand Management
- Services Marketing
- Pricing
- Distribution
- Advertising and Sales Promotion
- Sales Management
- International Marketing
- Marketing Planning and Implementation
- Marketing and Society.
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