书目详细信息
： Essentials of marketing
书目信息 机读格式(MARC)
| ISBN： | 9780077216436 : |
|---|---|
| ISBN： | 0077216431 : |
| 编目源： | UK-WkNB UK-WkNB |
| 个人名称： | Perreault, William D. |
| 题名： | Essentials of marketing [multimedia]. William D. Perreault Jr., Joseph P Cannon, E. Jerome McCarthy. |
| 版本说明： | 11th rev. ed. |
| 索书号： | F713.50/P455=11E |
| 出版发行项： | London : McGraw Hill Higher Education : [distributor] McGraw-Hill Education - Europe : [distributor] McGraw-Hill Australia Pty Ltd : [distributor] McGraw-Hill Book Company New Zealand Ltd : [distributor] PSD Promotions (Pty) Ltd : [distributor] McGraw-Hill Companies, 2007. |
| 载体形态： | 659 p. : ill. 28cm |
| 一般附注： | Mixed media product. Contains Hardback and CD-ROM. |
| 格式化内容附注： | 1. Marketing's Value to Consumers, Firms and Society 2. Marketing Strategy Planning 3. Focusing Marketing Strategy with Segmentation and Positioning 4. Evaluating Opportunities in the Changing Marketing Environment 5. Final Consumers and Their Buying Behavior 6. Business and Organizational Customers and Their Buying Behavior 7. Improving Decisions with Marketing Information 8. Elements of Product Planning for Goods and Services 9. Product Management and New- Product Development 10. Place and Development of Channel Systems 11. Distribution Customer Service and Logistics 12. Retailers, Wholesalers, and Their Strategy Planning 13. Promotion- Introduction to Integrated Marketing Communications 14. Personal Selling and Customer Service 15. Advertising and Sales Promotion 16. Pricing Objectives and Policies 17. Price Setting in the Business World 18. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges Appendices: A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in Marketing. |