Basic marketing : a marketing strategy planning approach
著者
書誌事項
Basic marketing : a marketing strategy planning approach
(McGraw-Hill international editions)
McGraw-Hill/Irwin, c2014
19th ed., international ed
- : pbk
大学図書館所蔵 全3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
Built on a strong foundation, Basic Marketing 18e with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent "best practices," and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
目次
Chapter 1: Marketing's Value to Consumers, Firms, and SocietyChapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing EnvironmentChapter 4: Focusing Marketing Strategy with Segmentation and PositioningChapter 5: Demographic Dimensions of Global Consumer MarketsChapter 6: Final Consumers and Their Buying BehaviorChapter 7: Business and Organizational Customers and Their Buying BehaviorChapter 8: Improving Decisions with Marketing InformationChapter 9: Elements of Product Planning for Goods and ServicesChapter 10: Product Management and New-Product DevelopmentChapter 11: Place and Development of Channel SystemsChapter 12: Distribution Customer Service and LogisticsChapter 13: Retailers, Wholesalers, and Their Strategy PlanningChapter 14: Promotion-Introduction to Integrated Marketing CommunicationsChapter 15: Personal Selling and Customer ServiceChapter 16: Advertising, Publicity, and Sales PromotionChapter 17: Pricing Objectives and PoliciesChapter 18: Price Setting in the Business WorldChapter 19: Implementing and Controlling Marketing Plans: Evolution and RevolutionChapter 20: Managing Marketing's Link with Other Functional AreasChapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesAppendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing
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