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折優惠：HK$51.2
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Basic Marketing: A Markeing Strategy Planning Approach
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沒有庫存
訂購需時10-14天
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9780071221108 | |
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Perreault | |
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華泰文化 | |
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2011年10月24日
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427.00 元
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HK$ 405.65
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詳
細
資
料
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叢書系列：行銷學
規格：平裝 / 832頁 / 普級 / 單色印刷 / 18版
出版地：台灣
行銷學
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[ 尚未分類 ] |
同
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書
推
薦
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內
容
簡
介
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1.NEW! Connect Marketing is McGraw-Hill’s web-based assignment and assessment platform that connects you and your students to the coursework. Interactives provided for each chapter of the textbook show students how to “do” marketing, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report. The following 6 types of Interactives were developed for Connect Marketing based on actual book-specific content.
(1)Case Video Pop-up Analysis
(2)Drag and Drop Sequencing Activity
(3)Prediction/Decision Generators
(4)Comprehension Multiple-Choice Activities
(5)Chart Population
(6)Interactive Toolkits
2.Interactive Blog: The authors have developed a blog (Teach the 4 Ps, www.teachthe4ps.com) tied to the text’s monthly newsletters where instructors can access videos, cases, and current articles to use in class discussion. The blog is continuously updated and features a comments section where professors can interact with the authors and each other. A student version, Learn the 4 Ps (www.learnthe4ps.com), is also available.
3.New Cases: In order to keep the course material fresh, all of the cases at the back of the book have been updated, edited, revised, and/or replaced with new ones.
4.New Videos: Eight new full-length videos and video cases for use in class—to increase student involvement. These are in addition to the more than 135 video clips and 27 full-length videos that already exist with the text.
5.Shorter, more concise chapters: The entire text has been critically revised, updated, and rewritten. The authors have carefully consolidated and reorganized, and sometimes made the difficult decision to cut topics to make the book shorter and even more readable.
作者簡介
William D. Perreault, Jr.
現職：University of Norht Carolina
Joseph P. Cannon
現職：Colorado State University
E. Jerome McCarthy
現職：Michigan State University
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目
錄
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Ch 1 Marketing’s Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Market Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Demographic Dimensions of Global Consumer Markets
Ch 6 Final Consumers and Their Buying Behavior
Ch 7 Business and Organizational Customers and Their Buying Behavior
Ch 8 Improving Decisions with Marketing Information
Ch 9 Elements of Product Planning for Goods and Services
Ch10 Product Management and New-Product Development
Ch11 Place and Development of Channel Systems
Ch12 Distribution Customer Service and Logistics
Ch13 Retailers, Wholesalers, and Their Strategy Planning
Ch14 Promotion—Introduction to Integrated Marketing Communications
Ch15 Personal Selling and Customer Service
Ch16 Advertising, Publicity, and Sales Promotion
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Implementing and Controlling Marketing Plans: Evolution and Revolution
Ch20 Managing Marketing’s Link with Other Functional Areas
Ch21 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendices:
A.Economics Fundamentals
B.Marketing Arithmetic
C.Career Planning in Marketing
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