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Mastering marketing: an introduction
UNDERSTANDING MARKETING AND THE MARKETING PROCESS. Marketing un a changing world: crating customer value and satisfaction. Strategic planning and the marketing process. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT. Marketing in the Internet. The marketing environment. Managing marketin...
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| 主要作者: | |
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| 格式: | 圖書 |
| 語言: | Spanish |
| 出版: |
Prentice Hall
2002
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| 版: | 6 |
| 主題: | |
| 標簽: |
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| 總結: | UNDERSTANDING MARKETING AND THE MARKETING PROCESS. Marketing un a changing world: crating customer value and satisfaction. Strategic planning and the marketing process. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT. Marketing in the Internet. The marketing environment. Managing marketing information. Consumer and business buyer behavior. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX. Market segmentation, targeting, and positioning for competitive advantage. Product and services strategy. New-product development and product life-cycle strategies. Pricing products: pricing considerations and strategies. Marketing channels and supply chain management. Retailing and wholesaling. Integrated marketing communications: advertising, sales promotion, and public relations. Integrated marketing communications: personal selling and direct marketing. EXTENDING MARKETING. The global marketplace. Marketing and society: social responsibility and marketing ethics. |
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| Item Description: | Acompaña al libro ADMH-6 130 |
| ISBN: | 0-13-047550-5 |