Marketing essentials
著者
書誌事項
Marketing essentials
Prentice-Hall Canada, c1998
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注記
Includes index
内容説明・目次
内容説明
For courses in Introductory Marketing. This essentials edition of Marketing, Canadian Edition retains the Canadian and global examples, as well as the boxed elements on Ethics, Global Marketing, and Technology, which were praised by reviewers. Merging current practices with theory, this authoritative introduction to marketing is enhanced by its lively, easy-to-read style. Incorporating both traditional and contemporary aspects of marketing, this text clearly portrays the state-of- the-art and captures the exciting, fast-paced nature of the field. Comprehensive in scope, it provides coverage of all major marketing topics. The text is accompanied by a full supplements package, featuring computer exercises, videos, video manual, detailed lecture notes, and a test bank.
目次
I. AN INTRODUCTION TO MARKETING.
1. Marketing in Contemporary Society.
2. The Environment in Which Marketing Operates.
3. Information for Marketing Decisions.
II. CONSUMER ANALYSIS: UNDERSTANDING AND RESPONDING TO DIVERSITY IN THE MARKETPLACE.
4. Final Consumer Behaviour.
5. Organizational Consumers.
6. Developing a Target Market Strategy.
III. PRODUCT PLANNING.
7. Basic Concepts in Product Planning.
8. Conceiving, Developing and Managing Products.
IV. DISTRIBUTION PLANNING.
9. Considerations in Distribution Planning and Physical Distribution.
10. Retailing and Wholesaling.
V. PROMOTION PLANNING.
11. Promotion Planning and Personal Selling.
12. Advertising, Public Relations and Sales Promotion.
VI. PRICE PLANNING.
13. Price Planning and Strategy.
VII. MARKETING MANAGEMENT.
14. Strategic Planning: A Marketing Perspective.
15. Pulling It All Together: Integrating and Analyzing the Marketing Plan.
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