MKTG
South-Western College Publishing
978-1-111-52809-6 (ISBN)
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Created through a 'student-tested, faculty-approved' review process with students and faculty, "MKTG5" is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.
PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKET OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. PART IV: DISTRIBUTION DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. PART V: PROMOTION AND COMMUNICATION STRATEGIES. 16. Promotional Planning for Competitive Advantage. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. PART VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. PART VII: TECHNOLOGY-DRIVEN MARKETING. 21. Customer Relationship Management (CRM). 22. Social Media Marketing. Endnotes. Name and Organization Index. Subject Index.
| Erscheint lt. Verlag | 26.3.2011 |
|---|---|
| Verlagsort | Florence |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-111-52809-8 / 1111528098 |
| ISBN-13 | 978-1-111-52809-6 / 9781111528096 |
| Zustand | Neuware |
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