Effective Marketing with Infotrac : Creating and Keeping Customers in an E-Commerce World （3TH）

Effective Marketing with Infotrac : Creating and Keeping Customers in an E-Commerce World （3TH）

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 553 p.
  • 言語 ENG
  • 商品コード 9780324063929
  • DDC分類 658.8

Full Description


With consolidated coverage of the principles of marketing, Effective Marketing stands out for its ease of reading and useful presentation of the marketplace as a dynamic interplay of relationships. Mirroring the features of the comprehensive text, this edition appeals to instructors who seek a concise, strategic focus with integrated coverage of technology. Thorough treatment of e-commerce, emerging markets, new technologies, and hot marketing trends is provided. Concepts and topics are carefully discussed to helping readers adapt to and strategically plan for changes in the marketing environment.

Contents

1. The Nature of Marketing. 2. Marketing Management: Strategy and Ethical Behavior. 3. Environmental Forces in an E-commerce World: The Macroenvironment. 4. The Microenvironment in an Era of Global Business. 5. Information Technology and Marketing Research. 6. Consumer Behavior. 7. Business Markets and Organizational Buying. 8. Market Segmentation, Targeting, and Positioning Strategies. 9. Basic Concepts for Goods, Services, and Ideas. 10. Strategies for New Products and the Product Life Cycle. 11. The Nature of Supply Chain and Distribution. 12. Retailing, Direct Marketing, and Wholesaling. 13. Integrated Marketing Communications. 14. Advertising and Public Relations in an E-Commerce World. 15. Personal Selling, Sales Management and Sales Promotion. 16. Introduction to Pricing Concepts. 17. Pricing Strategy and Tactics. Appendix A. Using the Internet. Appendix B. Marketing Arithmetic for Business Analysis. Appendix C. The Marketing Audit.