Marketing : creating and keeping customers in an e-commerce world
著者
書誌事項
Marketing : creating and keeping customers in an e-commerce world
South-Western College Pub., c2001
7th ed
- タイトル別名
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The power of marketing
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注記
Includes bibliographical references (p. 660-669) and indexes
内容説明・目次
内容説明
Covering topics such as e-commerce, IMC, direct marketing, relationship marketing, and competitive intelligence, this text features marketing trends and issues along with a cross-functionality focus. Included is an appendix on marketing plans which should guide readers in developing marketing strategies for both large and small organizations. New E-commerce boxes focus on the impact of technology on global marketing and relationships.
目次
- The nature of marketing
- marketing management - strategy and ethical behaviour
- environmental forces in an e-commerce world - the macroenvironment
- the microenvironment in an era of global business. (Part contents.).
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