Marketing foundations
著者
書誌事項
Marketing foundations
South-Western Cengage Learning, c2011
4th ed., international student ed
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注記
Includes indexes
内容説明・目次
内容説明
"Marketing Foundations, 4/e, International Edition" offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in sustainable marketing, marketing entrepreneurship, and marketing in transitional times while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the fourth edition includes new advertisements, photos, and screen shots throughout the text; activities contributing to a larger semester goal to create a marketing plan; boxed features highlighting text themes; and, Opening Vignettes that feature engaging companies intended to spark student interest.
目次
Part I: STRATEGIC MARKETING AND ITS ENVIRONMENT. 1. Customer-Driven Strategic Marketing. 2. Planning Marketing Strategies. 3. The Marketing Environment, Social Responsibility, and Ethics. Part II: MAREKET RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems. 5. Target Markets: Segmentation and Evaluation. PART III: CUSTOMER BEHAVIOR. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Global Markets and International Marketing. Part IV: PRODUCT DECISIONS. 9. Product, Branding, and Packaging Concepts. 10. Developing and Managing Goods and Services. Part V: PRICING DECISIONS. 11. Pricing Fundamentals. 12. Pricing Management. Part VI: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailing, Direct Marketing and Wholesaling. Part VII: PROMOTION DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Appendix: Careers in Marketing.
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