- 定價200.00元
-
8
折優惠:HK$160
|
|
Marketing(Original)
|
|
沒有庫存 訂購需時10-14天
|
|
|
|
|
|
9781285858340 | |
|
|
|
William M. Pride,O. C Ferrell | |
|
|
|
華泰文化 | |
|
|
|
2016年2月16日
| |
|
|
|
453.00 元
| |
|
|
|
HK$ 453
|
|
|
|
|
| |
|
|
|
|
|
|
詳 細 資 料
|
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
|
|
分 類
|
專業/教科書/政府出版品 > 管理類 > 行銷 > 行銷管理 |
同 類 書 推 薦
|
|
|
內 容 簡 介
|
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.
|
|
目 錄
|
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
|
|
|
書 評
|
|
|
|
|