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Stan

Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.

O książce

Lider w kategorii podręczników marketingu międzynarodowego. Do książki dołączono CD z materiałami dodatkowymi.

Spis treści

1 The scope and challenge of international marketing 2
2 The dynamic environment of international trade 26
3 History and geography : the foundations of culture 54
4 Cultural dynamics in assessing global markets 92
5 Culture, management style, and business systems 122
6 The political environment : a critical concern 156
7 The international legal environment : playing by the rules 180
8 Developing a global vision through marketing research 212
9 Emerging markets 244
10 Multinational market regions and market groups 278
11 Global marketing management : planning and organization 310
12 Products and services for consumers 336
13 Products and services for businesses 368
14 International marketing channels 394
15 Exporting and logistics : special issues for business 432
16 Integrated marketing communications and international advertising 466
17 Personal selling and sales management 500
18 Pricing for international markets 526
19 Negotiating with international customers, partners, and regulators 556

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

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

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Fascynujące spojrzenie na ostatnie 200 lat amerykańskiej reklamy. Setki ilustracji najlepszych reklam i kampanii.

Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.


O książce

Autorzy omawiają zintegrowaną komunikację marketingową, budowanie marki, podstawowe teorie zachowań konsumenckich. Tekst przeznaczony dla specjalistów w działach marketingu i pracowników działów obsługi klienta w agencjach reklamowych.




Spis treści

Pt. 1    The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

Preface: The new realities of branding

Pt. 1 A new contract for the brands of the future

1 Convergence of brand cultures
2 Unveiling the company behind the brand
3 From risk to desire: what functions for what brands?
4 The product and the brand, revisited
5 To brand or not to brand?
6 The end of local brands?
7 The age of efficiency
8 What fast-moving means for consumer goods
9 The Internet challenges

Pt. 2 Brand practices in question

10 The tendency towards decapitalization
11 So where is your brand strong?
12 Unveil all your values!
13 Aim for the critical size
14 Brand image does not equal brand usage
15 Rebuilding the lost relationship
16 Energize the value chain of your brand
17 A new perspective on the brand portfolio
18 The realities of brand extension
19 Brands and the time challenge

Pt. 3 The actuality of brands

20 Orangina: good value at one billion dollars?
21 The future of Virgin Pulp
22 Coca-Cola or Micro-Soft Drink?
23 The distributor at the heart of the organization?
24 The impact of the euro: 'squashed' prices
25 Restoring consumer confidence
26 The Stock Exchange online: from company to brand
27 Luxury brands on the Internet
28 From Disneyland to Amazon.com: the harsh laws of economics!
29 Is there room on the Internet for a 'brilliant challenger'?
30 The rise of licensing: when brands come before products
31 The radicalization of design

Conclusion: breaking free of the herd mentality
References
Index

Stan książki

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń

O książce

Tekst omawia najpopularniejsze teorie wyjaśniające zachowania konsumentów i pokazuje potrzebę rozumienia zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.

Podstawa polskiego wydania tego tytułu.

Spis treści

Ch. 1 Consumers rule 4
Ch. 2 Perception 46
Ch. 3 Learning and memory 82
Ch. 4 Motivation and values 116
Ch. 5 The self 154
Ch. 6 Personality and lifestyles 194
Ch. 7 Attitudes 232
Ch. 8 Attitude change and interactive communications 264
Ch. 9 Individual decision making 302
Ch. 10 Buying and disposing 340
Ch. 11 Group influence and opinion leadership 378
Ch. 12 Organizational and household decision making 414
Ch. 13 Income and social class 450
Ch. 14 Ethnic, racial, and religious subcultures 482
Ch. 15 Age subcultures 510
Ch. 16 Cultural influences on consumer behavior 540
Ch. 17 The creation and diffusion of global consumer culture 568