Principles of Marketing (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
1056
Utgivningsdatum
2004-11-01
Upplaga
4r.e.
Förlag
Financial Times/ Prentice Hall
Medarbetare
Saunders, John A.
Illustrationer
Illustrations (some col.), col. ports.
Volymtitel
European Edition
Dimensioner
275 x 210 x 40 mm
Vikt
2670 g
Antal komponenter
1
ISBN
9780273684565

Principles of Marketing

European Edition

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Häftad, Engelska, 2004-11-01
Principles of Marketing takes a practical, managerial approach to marketing. It is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace.
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BRIEF CONTENTSPREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE16. Pricing PART SEVEN: PROMOTION17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE20. Managing marketing channels GLOSSARYSUBJECT INDEXINDEX OF COMPANIES