Marketing

Marketing

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 448 p.
  • 言語 ENG
  • 商品コード 9780333987896
  • DDC分類 658.8

基本説明

Publication delayed (Originally scheduled in May 2003). This introductory text includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

Full Description


Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

Contents

Development of the Marketing Concept.- Marketing and the Organization's Micro and Macro-environments.- Customers and Marketing.- Buyer Behaviour.- Marketing Information Systems and Forecasting.- Marketing Research.- Products and Services.- Pricing.- Channels of Distribution.- Logistics Management.- Managing Selling.- Above and Below-the-line Promotion.- Public Relations.- International Marketing.- Marketing Planning.- Marketing and the Use of Internet Technology.- Customer Relationship Management.