Principles of Marketing: Enhanced Media European Edition
Financial Times Prentice Hall
978-1-4058-7309-3 (ISBN)
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BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE 16. Pricing PART SEVEN: PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES
Erscheint lt. Verlag | 14.6.2007 |
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Verlagsort | Harlow |
Sprache | englisch |
Maße | 215 x 269 mm |
Gewicht | 2668 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 1-4058-7309-4 / 1405873094 |
ISBN-13 | 978-1-4058-7309-3 / 9781405873093 |
Zustand | Neuware |
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