Introduction to marketing
著者
書誌事項
Introduction to marketing
South-Western/Cengage Learning, c2011
11th ed., international ed
大学図書館所蔵 全1件
注記
Includes indexes
内容説明・目次
内容説明
With its engaging presentation of concepts, INTRODUCTION TO MARKETING, 11e, International Edition, will give students the ability to recognize how much marketing principles play a role in their day-to-day lives. Your students experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. With coverage of current marketing practices and exciting new features, McDaneil, Lamb, and Hair's INTRODUCTION TO MARKETING, 11e, International Edition, will have students saying, "Now that's marketing."
目次
Part 1: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
Part 2: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
Part 3: PRODUCT DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Services and Nonprofit Organization Marketing.
Part 4: DISTRIBUTION DECISIONS.
13. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
Part 5: PROMOTION AND COMMUNICATION STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
Part 6: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
Part 7: TECHNOLOGY-DRIVEN MARKETING.
21. Consumer Relationship Management (CRM).
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