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基本説明
Looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets.
Full Description
Assuming no prior marketing knowledge, this volume provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.Written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business to business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.
Contents
Introduction Overview Consumer Buyer Behaviour Organizational Buyer Behaviour Market Segmentation Competitive Analysis Marketing Planning Defining Marketing Objectives and Strategies Product Strategy Brands Pricing Strategy Communications Strategy Key Account Strategy Managing Marketing Relationships Customer Retention Strategy Sales Force Strategy Channel Strategy Distribution and Logistics Strategy Customer Service Strategy Marketing Information and Control Evaluating Marketing Performance Organizational Structure and Culture Corporate Ethos and Ethics
