MARKETING ESSENTIALS 7/E
商品資訊
ISBN13：9781111221928
出版社：Cengage Learning
作者：LAMB; MCDANIEL; HAIR
出版日：2012/01/01
裝訂：平裝
版次：7
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商品簡介
PART I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
PART II: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
PART III: PRODUCT AND DISTRIBUTION DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Marketing Channels and Supply Chain Management.
13. Retailing.
PART IV: PROMOTION AND PRICING DECISIONS.
14. Marketing Communications and Advertising.
15. Public Relations, Sales Promotion, and Personal Selling.
16. Pricing Concepts.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
PART II: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
PART III: PRODUCT AND DISTRIBUTION DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Marketing Channels and Supply Chain Management.
13. Retailing.
PART IV: PROMOTION AND PRICING DECISIONS.
14. Marketing Communications and Advertising.
15. Public Relations, Sales Promotion, and Personal Selling.
16. Pricing Concepts.
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