Introduction to Marketing

Carl McDaniel, Charles W. Lamb, Joseph F. Hair

750 pages, parution le 01/12/2005 (8^eme édition)

Ajouter à une liste

Indisponible

Résumé

The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.

Sommaire

The World Of Marketing
- An Overview of Marketing
- Strategic Planning for Competitive Advantage
- Social Responsibility, Ethics, and the Marketing Environment
- Developing a Global Vision
Analyzing Marketing Opportunities
- Consumer Decision Making
- Business Marketing
- Segmenting and Targeting Markets
- Decision Support Systems and Marketing Research
Product Decisions
- Product Concepts
- Developing and Managing Products
- Services and Nonprofit Organization Marketing
Distribution Decisions
- Marketing Channels and Supply Chain Management
- Retailing
Promotion Decisions
- Integrated Marketing Communications
- Advertising and Public Relations
- Sales Promotion and Personal Selling
Pricing Decisions
- Pricing Concepts
- Setting the Right Price
Technology Driven Marketing
- Internet Marketing (Available Online)
- Customer Relationship Marketing
- Appendix: Careers in Marketing

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Carl McDaniel, Charles W. Lamb, Joseph F. Hair
Parution	01/12/2005
Édition	8^eme édition
Nb. de pages	750
Format	21,5 x 28
Couverture	Broché
Poids	1560g
Intérieur	Noir et Blanc
EAN13	9780324323801