Essentials of Marketing (2ND)

Essentials of Marketing (2ND)

  • Ft Pr(2000/11発売)
  • ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す
  • 製本 Hardcover:ハードカバー版
  • 言語 ENG
  • 商品コード 9780273646679
  • DDC分類 658.8

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