Foundations of marketing
著者
書誌事項
Foundations of marketing
Cengage Learning, c2017
7th ed., Student ed
大学図書館所蔵 件 / 全3件
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注記
Previous ed.: 2015
Includes indexes
内容説明・目次
内容説明
Discover the essentials in today s marketing and examine the latest trends with the significant visuals and stimulating, timely discussions in the book that s popular with students from all backgrounds: FOUNDATIONS OF MARKETING, 7E. Meaningful coverage of current marketing strategies and concepts explores social media, sustainability, globalization, customer relationship management, supply chain management, and digital marketing. You study emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, as the authors depict the changing nature of business and prepare you for success in a competitive world. Captivating photos, screenshots, advertisements, and examples from actual life illustrate the issues, while a wealth of learning supplements, such as podcasts, videos, and an interactive marketing plan, help you develop the practical decision-making and marketing skills you need for professional success.
目次
PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT.
1. Customer-Driven Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
3. The Marketing Environment, Social Responsibility, and Ethics.
PART II: MARKETING RESEARCH AND TARGET MARKETS.
4. Marketing Research and Information Systems.
5. Target Market Segmentation and Evaluation.
PART III: CUSTOMER BEHAVIOR AND E-MARKETING.
6. Consumer Buying Behavior.
7. Business Markets and Buying Behavior.
8. Reaching Global Markets.
9. Digital Marketing and Social Networking.
PART IV: PRODUCT AND PRICE DECISIONS.
10. Product, Branding, and Packing Concepts.
11. Developing and Managing Goods and Services
12. Pricing Concepts and Management.
13. Marketing Channels and Supply-Chain Management.
14. Retailing, Direct Marketing, and Wholesaling.
PART V: PROMOTION DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
Online Appendices.
Financial Analysis in Marketing.
Sample Marketing Plan.
Careers in Marketing.
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