Marketing, Second Canadian Edition (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
624
Utgivningsdatum
1999-06-01
Upplaga
2
Förlag
Prentice Hall Canada
Medarbetare
Berman, Barry / Wellington, William J.
Antal komponenter
1
ISBN
9780130117953
Marketing, Second Canadian Edition (inbunden)

Marketing, Second Canadian Edition

Inbunden Engelska, 1999-06-01

Slutsåld

For courses in Introductory Marketing.

Merging current practices with theory, this contemporary introduction to marketing is enhanced by its clear, easy-to-read style. Using a real-world approach, this text captures the exciting, fast-paced nature of the field. Comprehensive in scope, it provides full coverage of all major marketing topics.
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Innehållsförteckning

I. AN INTRODUCTION TO MARKETING.

 1. Marketing in the Third Millennium.
 2. The Environments Which Affect Marketing.
 3. Information for Marketing Decisions.

II. CONSUMER ANALYSIS: UNDERSTANDING THE MARKETPLACE.

 4. Final Consumer Behaviour.
 5. Organizational Consumers.
 6. Target Marketing Strategy.

III. PRODUCT PLANNING.

 7. Basic Concepts in Product Planning.
 8. Goods Versus Services Planning.
 9. Conceiving, Developing and Managing Products.

IV. DISTRIBUTION PLANNING.

10. Distribution Planning and Physical Distribution.
11. Retailing and Wholesaling.

V. PROMOTION PLANNING: INTEGRATED MARKETING COMMUNICATIONS.

12. Promotion Planning, advertising and Public Relations.
13. Personal Selling and Sales Promotion.
14. Direct and Internet Marketing.

VI. PRICE PLANNING.

15. Price Planning and Strategy.

VII. MARKETING MANAGEMENT.

16. Strategic Planning: A Marketing Perspective.
17. Putting It All Together: Integrating and Analyzing the Marketing Plan.