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Essentials of Marketing (17版)
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沒有庫存
訂購需時10-14天
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9781260570915 | |
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William D. Perreault Jr.,Joseph P. Cannon ,E. Jerome McCarthy | |
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華泰文化 | |
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2020年6月23日
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447.00 元
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HK$ 447
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詳
細
資
料
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ISBN：9781260570915叢書系列：行銷管理規格：平裝 / 768頁 / 21.5 x 27.6 x 2.4 cm / 普通級 / 全彩印刷 / 17版出版地：台灣
行銷管理
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分
類
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專業/教科書/政府出版品 > 管理類 > 行銷 > 行銷管理 |
同
類
書
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薦
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內
容
簡
介
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Perreaults Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning.
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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 Behavio
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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