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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.


O książce

These are the same type of year-in-review design roundups that are produced by a number of publishers and are constantly used by graphic designers to inspire and point out new trends in their field. The difference is that these first-ever collections look beyond stodgy corporate identity campaigns and magazine layouts. New Media is a selection of the best of designs for a variety of media, including examples from the Internet, CD-ROMs, promotions, and prototypes. Digital Fonts is an international collection of new digital type by the fontagraphers themselves, complete with contact, information. If you serve designers, amature or professional, whether they work in paper or online, they will appreciate you buying these works and will refer to them regularly. 

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

Stan

Minimalne ślady używania na okładce. Wewnątrz zaznaczenia na kilku stronach.

Spis treści

Chapter 1. Introduction
Chapter 2. The Forecast Profess, Data Considerations, and Model Selection
Chapter 3. Moving Averages and Exponential Smoothing
Chapter 4. Introduction to Forecasting with Regression Methods
Chapter 5. Forecasting with Multiple Regression
Chapter 6. Time-Series Decomposition
Chapter 7. Box-Jenkins (ARIMA) Type Forecasting Models
Chapter 8. Computationally Intensive Statistics
Chapter 9. Combining forecast Results
Chapter 10. Forecast Implementation

Stan

Minimalne ślady używania na okładce. Wewnątrz zaznaczenia na paru stronach. CD z materiałami dodatkowymi.

O książce

This 1st Edition Essentials text offers an Excel focused approach to using statistics in business. All statistical concepts are illustrated with applied examples immediately upon introduction. Modern computing tools and applications are introduced, and the text maintains a strong focus on presenting statistical concepts as applied in business—as opposed to providing programming methods used to find a mathematical solution. Interpretation of results is heavily emphasized, enabling students to take full advantage of Excel to develop and drive problem-solving skills.

Spis treści

Chapter One: Overview of Statistics
Chapter Two: Data Collection
Chapter Three: Describing Data Visually
Chapter Four: Descriptive Statistics
Chapter Five: Probability
Chapter Six: Discrete Distributions
Chapter Seven: Continuous Distributions
Chapter Eight: Sampling Distributions and Estimation
Chapter Nine: Hypothesis Testing: One Sample
Chapter Ten: Hypothesis Testing: Two Sample Tests
Chapter Eleven: Analysis of Variance
Chapter Twelve: Bivariate Regression
Chapter Thirteen: Multiple Regression
Chapter Fourteen: Chi-Square Tests