Marketing
著者
書誌事項
Marketing
Oxford University Press Southern Africa, 2004
2nd South African ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Marketers must be fully equipped to meet the challenges of the information and technology-driven marketplace in South Africa. Marketing 2e helps students to turn information into useful knowledge, to obtain the competitive advantage and to be successful in the marketplace. The South African examples and comment in an international setting creates local and global perspective. The text works at a small business entrepreneurial level and provides appropriate material for work in small teams. The text also examines marketing from a global perspective. The organisation of the text is OBE and modularised.
目次
- Introduction to marketing: Overview of marketing
- analysis of marketing environment
- competitor analysis
- consumer decision-making
- information for marketing decision-making & research
- segmenting and targeting markets
- Chapter 7: Positioning the firm and its products. Implementing marketing mix strategies: Product decisions
- developing & managing products
- marketing channels & role of intermediaries
- promotional strategy & marketing communications
- implementing promotional mix strategies
- pricing concepts & setting right price
- the strategic marketing plan. Specialised marketing.
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