Marketing 13e Ferrell
Tytuł: Marketing
Autor: William M. Pride, O. C. Ferrell
Wydawca: Cengage Learning
Wydanie: Library Edition (13)
Rok wydania: 2004
ISBN-13: 9780618474462
Okładka: twarda
Liczba stron: 609
Stan
Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Popularny podręcznik akademicki, opisujący współczesny marketing i podstawowe strategie marketingowe.
Spis treści
I. Marketing Strategy and Customer Relationships
1.An Overview of Strategic Marketing
2.Planning, Implementing, and Controlling Marketing Strategies
II. The Global Environment and Social and Ethical Responsibilities
3.The Marketing Environment
4.Social Responsibility and Ethics in Marketing
5.Global Markets and International Marketing
III. Using Technology and Information to Build Customer Relationships
6.E-Marketing and Customer Relationship Management
7.Marketing Research and Information Systems
IV. Target Markets and Customer Behavior
8.Target Markets: Segmentation and Evaluation
9.Consumer Buying Behavior
10.Business Markets and Buying Behavior
V. Product Decisions
11.Product Concepts
12.Developing and Managing Products
13.Branding and Packaging
14.Services Marketing
VI. Distribution Decisions
15.Marketing Channels and Supply Chain Management
16.Wholesaling and Physical Distribution
17.Retailing and Direct Marketing
VII. Promotion Decisions
18.Integrated Marketing Communications
19.Advertising and Public Relations
20.Personal Selling and Sales Promotion
VIII. Pricing Decisions
21.Pricing Concepts
22.Setting Prices
Appendices
A. Careers in Marketing
B. Financial Analysis in Marketing
C. Sample Marketing Plan