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折優惠：HK$181.6
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Essentials of Marketing:A Marketing Strategy Planning Approach（16版）
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沒有庫存
訂購需時10-14天
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9781260092127 | |
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William Perreault,Joseph P. Cannon,E. Jerome McCarthy | |
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華泰文化 | |
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2018年5月21日
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440.00 元
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HK$ 440
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詳
細
資
料
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ISBN：9781260092127叢書系列：行銷管理規格：平裝 / 645頁 / 21.6 x 27.7 x 2.4 cm / 普通級
行銷管理
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分
類
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商業理財 > 行銷/廣告/業務 > 行銷 |
同
類
書
推
薦
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內
容
簡
介
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1.Prepares students for success by teaching skills through examples, explanations, frameworks, models, cases, and practical “how-to” techniques geared toward increasing analytical abilities.
2.Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.
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目
錄
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Ch 1 Marketings Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion-Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising and Sales Promotion
Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
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