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Table of Contents Part One: THE WORLD OF MARKETING 1. Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. Part Two: ANALYZING MARKET OPPORTUNITIES 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. Part Three: PRODUCT DECISIONS 9. Product Concepts. 10. Developing and Managing Products. 11. Services and Nonprofit Organization Marketing. Part Four: PLACE (DISTRIBUTION) DECISIONS 12. Marketing Channels and Supply Chain Management. 13. Retailing. Part Five: PROMOTION DECISIONS 14. Integrated Marketing Communication. 15. Advertising and Public Relations. 16. Sales Promotion and Personal Selling. Part Six: PRICING DECISIONS 17. Pricing Concepts. 18. Setting the Right Price. Part Seven: TECHNOLOGY-DRIVEN MARKETING 19. Customer Relationship Management.
Zakup książki
MKTG3. Student edition, Joseph F. Hair, Carl McDaniel, Charles W. Lamb
- Język
- Rok wydania
- 2009
Metody płatności
Brakuje nam tutaj Twojej recenzji.
- Tytuł
- MKTG3. Student edition
- Język
- angielski
- Autorzy
- Joseph F. Hair, Carl McDaniel, Charles W. Lamb
- Wydawca
- South-Western Pub
- Rok wydania
- 2009
- ISBN10
- 0324789289
- ISBN13
- 9780324789287
- Seria
- Tagi
- Podręczniki, Biznes, Szkoła, Uniwersytet
- Ocena
- 3,9 z 5
- Opis
- Table of Contents Part One: THE WORLD OF MARKETING 1. Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. Part Two: ANALYZING MARKET OPPORTUNITIES 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. Part Three: PRODUCT DECISIONS 9. Product Concepts. 10. Developing and Managing Products. 11. Services and Nonprofit Organization Marketing. Part Four: PLACE (DISTRIBUTION) DECISIONS 12. Marketing Channels and Supply Chain Management. 13. Retailing. Part Five: PROMOTION DECISIONS 14. Integrated Marketing Communication. 15. Advertising and Public Relations. 16. Sales Promotion and Personal Selling. Part Six: PRICING DECISIONS 17. Pricing Concepts. 18. Setting the Right Price. Part Seven: TECHNOLOGY-DRIVEN MARKETING 19. Customer Relationship Management.