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Essentials of Marketing (17版)

Essentials

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訂購需時10-14天
9781260570915
William D. Perreault Jr.,Joseph P. Cannon ,E. Jerome McCarthy
華泰文化
2020年6月23日
447.00  元
HK$ 424.65
省下 $22.35
 
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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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      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.


     





    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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