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Marketing(Original)

Marketing(Original)

沒有庫存
訂購需時10-14天
9781285858340
William M. Pride,O. C Ferrell
華泰文化
2016年2月16日
453.00  元
HK$ 430.35
省下 $22.65
 
二樓書卷使用細則 二樓書卷使用細則





ISBN:9781285858340
  • 叢書系列:行銷管理
  • 規格:平裝 / 687頁 / 21.6 x 27.5 x 3.44 cm / 普通級 / 全彩印刷 / 18版
  • 出版地:台灣
    行銷管理


  • 專業/教科書/政府出版品 > 管理類 > 行銷 > 行銷管理











      Pride and Ferrells MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven text helps students develop the knowledge and decision-making skills they need to succeed in todays competitive business environment. MARKETING 2016 delivers in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples, including up-to-date material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and marketing in times of transition. The current edition also features a new chapter on managing services and branding, a new section exploring the importance and uses of Big Data, updated learning objectives, and access to new "Ask a Marketer" videos to introduce key concepts. Perfect for students of all backgrounds and interest levels, MARKETING 2016 is an essential resource for classroom and career success.


     





    PART I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS

    Ch 1 An Overview of Strategic Marketing

    Ch 2 Planning, Implementing, and Evaluating Marketing Strategies



    PART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES

    Ch 3 The Marketing Environment

    Ch 4 Social Responsibility and Ethics in Marketing



    PART III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS

    Ch 5 Marketing Research and Information Systems

    Ch 6 Target Markets: Segmentation and Evaluation



    PART IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING

    Ch 7 Consumer Buying Behavior

    Ch 8 Business Markets and Buying Behavior

    Ch 9 Reaching Global Markets

    Ch10 Digital Marketing and Social Networking



    PART V: PRODUCT DECISIONS

    Ch11 Product Concepts, Branding and Packaging

    Ch12 Developing and Managing Products

    Ch13 Services Marketing



    PART VI: DISTRIBUTION DECISIONS

    Ch14 Marketing Channels and Supply-Chain Management

    Ch15 Retailing, Direct Marketing and Wholesaling



    PART VII: PROMOTION DECISIONS

    Ch16 Integrated Marketing Communications

    Ch17 Advertising and Public Relations

    Ch18 Personal Selling and Sales Promotion



    PART VIII: PRICING DECISIONS

    Ch19 Pricing Concepts

    Ch20 Setting Prices

    Appendix A: Financial Analysis in Marketing

    Appendix B: Sample Marketing Plan

    Appendix C: Careers in Marketing




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