Essentials of Marketing
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品牌: Carl McDanielCharles LambJoseph F. Hair
基本信息出版社:South-Western, Division of Thomson Learning; 6th international ed (2011年2月10日)外文书名:市场营销精要平装:576页正文语种:英语ISBN:0324584423条形码:9780324584424商品尺寸:27.2 x 21.6 x 2 cm商品重量:1.2 KgASIN:0324584423商品描述内容简介ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you not only understand marketing concepts but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety of learning styles.目录Part 1: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. Marketing Plan Appendix. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. Part 2: ANALYZING MARKETING OPPORTUNITIES. 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. Part 3: PRODUCT AND DISTRIBUTION DECISIONS. 9. Product Concepts. 10. Developing and Managing Products. 11. Marketing Channels and Supply Chain Management. 12. Retailing. Part 4: PROMOTION AND PRICING DECISIONS. 13. Marketing Communications and Advertising. 14. Public Relations, Sales Promotion, and Personal Selling. 15. Pricing Concepts.