Principles of marketing : an Asian perspective
著者
書誌事項
Principles of marketing : an Asian perspective
Pearson/Prentice Hall, 2011, c2012
- : [pbk.]
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注記
Other authors: Gary Armstrong, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan, Oliver Yau Hon-Ming
Includes bibliographical references and index
内容説明・目次
内容説明
Learn how to create value and gain loyal customers.
Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
目次
Part 1 - Defining Marketing and the Marketing Process
Chapter 1: Marketing: Managing Profitable Customer Relationships
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 - Understanding the Marketplace and Consumers
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior
Part 3 - Designing a Customer-Driven Strategy and Mix
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Product, Services, and Branding Strategy
Chapter 9: New-Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing Products: Understanding and Capturing Customer Value
Chapter 11: Pricing Products: Pricing Strategies
Chapter 12: Marketing Channels and Supply Chain Management
Chapter 13: Retailing and Wholesaling
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15: Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships
Part 4 - Extending Marketing
Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers
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