bebooks.pl

Marketing 7e Lamb, McDaniel

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Podręcznik akademicki omawiający wszystkie aspekty współczesnego marketingu.

Spis treści

Introduction iv
Chapter Guides and Questions

Part 1 The World of Marketing

Chapter 1 An Overview of Marketing 3
Chapter 2 Strategic Planning for Competitive Advantage 19
Chapter 3 The Marketing Environment and Marketing Ethics 43
Chapter 4 Developing a Global Vision 67

Part 2 Analyzing Marketing Opportunities

Chapter 5 Consumer Decision Making 95
Chapter 6 Business Marketing 123
Chapter 7 Segmenting and Targeting Markets 149
Chapter 8 Decision Support Systems and Marketing Research 177
Chapter 9 Product Concepts 203

Part 3 Product Decisions

Chapter 10 Developing and Managing Products 227
Chapter 11 Services and Nonprofit Organization Marketing 249
Chapter 12 Marketing Channels and Supply Chain Management 275

Part 4 Distribution Decisions

Chapter 13 Retailing 305
Chapter 14 Integrated Marketing Communications 331

Part 5 Integrated Marketing Communications

Chapter 15 Advertising and Public Relations 355
Chapter 16 Sales Promotion and Personal Selling 377

Part 6 Pricing Decisions

Chapter 17 Pricing Concepts 401
Chapter 18 Setting the Right Price 425

Part 7 Technology Driven Marketing

Chapter 19 Internet Marketing 451
Chapter 20 One-to-One Marketing 467

Solutions

Chapter 1 An Overview of Marketing 487
Chapter 2 Strategic Planning for Competitive Advantage 492
Chapter 3 The Marketing Environment and Marketing Ethics 498
Chapter 4 Developing a Global Vision 504
Chapter 5 Consumer Decision Making 511
Chapter 6 Business Marketing 517
Chapter 7 Segmenting and Targeting Markets 523
Chapter 8 Decision Support Systems and Marketing Research 530
Chapter 9 Product Concepts 535
Chapter 10 Developing and Managing Products 540
Chapter 11 Services and Nonprofit Organization Marketing 547
Chapter 12 Marketing Channels and Supply Chain Management 552
Chapter 13 Retailing 559
Chapter 14 Integrated Marketing Communications 564
Chapter 15 Advertising and Public Relations 569
Chapter 16 Sales Promotion and Personal Selling 575
Chapter 17 Pricing Concepts 580
Chapter 18 Setting the Right Price 586
Chapter 19 Internet Marketing 593
Chapter 20 One-to-One Marketing 597