Foundations of marketing
著者
書誌事項
Foundations of marketing
（Palgrave foundations）
Palgrave Macmillan, 2005
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内容説明・目次
内容説明
This contemporary introductory text explores the key areas of marketing within an international context. Moreover it seeks to expand the generic marketing mix from 7Ps to 10Ps with the inclusion of Performance, Packaging and Psychology. Whilst aimed at undergraduates, it is written in a clear succinct style that makes it accessible to non-marketers and business people alike. Theories are brought to life through the use of contemporary real-world examples, including the impact of SARS, terrorism and extreme weather on marketing operations. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -
http://www.palgrave.com/foundations/groucutt/index.asp
目次
Preface.- Introduction to Marketing.- The Marketing Environment.- Segmentation Positioning Targeting.- Marketing Research.- Competitive Intelligence.- Strategy in Marketing.- The Branding of Products and Services.- The Marketing Mix and Relationship Marketing.- Products.- Promotion.- Pricing.- Place and Placement.- People.- Physical Evidence.- Processes.- Psychology.- Performance.- Packages and Packing.- Index.
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