Essentials of marketing
著者
書誌事項
Essentials of marketing
Oxford University Press, c2013
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Are you motivated by learning from marketers at top organizations like Apple and IKEA?
Are you excited by the prolific growth in social media and its implications for marketing?
Do you need a fresh and concise introduction to marketing?
Then look no further,as Essentials of Marketing has arrived!
Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis.
Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing.
Essentials of Marketing is the must-have textbook for students looking to shine and excel in their marketing studies and future careers.
Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook.
For lecturers:
* Exclusive video interviews of marketers from well-known organizations including 3M and Innocent
* A fantastic bank of additional resources including PowerPoint slides, a test bank, and tutorial activities
For students:
* Learn from the top recruitment professionals about the attributes they look for in graduates
* Explore exciting developments in digital marketing and social media
* Check your understanding with a wealth of multiple-choice questions, worksheets, and activities
Part 1. 1.Marketing Principles and Society; 2.The Global Marketing Environment; 3.Understanding Consumer Behaviour; 4.Marketing Research; Part 2. 5.Marketing Strategy; 6.Market Segmentation and Positioning; Part 3. 7.Products, Services and Branding Decisions; 8.Price Decisions; 9.An Overview of Marketing Communications; 10.Managing Marketing Communications; 11.Retailing and Channel Management; Part 4. 12.Services Marketing and
CRM
With content on digital marketing and social media integrated throughout the book.
目次
- PART 1. MARKETING FUNDAMENTALS
- PART 2. PRINCIPLES OF MARKETING MANAGEMENT
- PART 3. THE MARKETING MIX PRINCIPLE
- PART 4. PRINCIPLES OF RELATIONAL MARKETING
「Nielsen BookData」 より