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Full Description
This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing.
Contents
1. What Do Marketers Do? 2. The Marketing Environment 3. Consumer and Buyer Behaviour 4. Segmentation, Targeting and Positioning 5. Market 6. Products, Branding and Packaging 7. Pricing 8. Distribution 9. Marketing Communications and Promotional Tools 10. Marketing Planning, Implementation and Control 11. International Marketing 12. Sustainable Marketing