Marketing
Cengage Learning EMEA
978-1-4080-6497-9 (ISBN)
Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice. The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies’ customer-focused strategies. This textbook is autopackaged with CourseMate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more. **NOT FOR SALE TO THE NETHERLANDS**
Dr Bronis Verhage is Professor of Marketing at Georgia State University’s Robinson College of Business in Atlanta, USA. A Dutch national and an American resident, Bronis has taught in the United Arab Emirates and at European business schools. He has published numerous articles on marketing in leading academic journals including the International Journal of Research in Marketing and Journal of the Academy of Marketing Science.
Part 1 Insight into Marketing
1. What is marketing?
2. Strategy development and marketing planning
3. The marketing environment
Part 2 Analyzing the Market
4. Buying behaviour
5. Marketing research and marketing information
6. Market segmentation and positioning
Part 3 Product Decisions
7. Product strategy and services marketing
8. New product development
Part 4 Promotion Decisions
9. Marketing communication strategies
10. Advertising
11. Sales management
Part 5 Pricing Decisions
12. Pricing strategies and price determination
Part 6 Distribution Decisions
13. Distribution
14. Retailing
15. Global marketing
| Erscheint lt. Verlag | 30.9.2013 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 188 x 246 mm |
| Gewicht | 1208 g |
| Themenwelt | Sozialwissenschaften ► Pädagogik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-4080-6497-9 / 1408064979 |
| ISBN-13 | 978-1-4080-6497-9 / 9781408064979 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
