Basic Marketing: A Marketing Strategy Planning Approach

作者： William D. Perreault , E. Jerome McCarthy , Joseph P. Cannon

DOI:

关键词: Digital marketing 、 Marketing effectiveness 、 Business 、 Ethical marketing 、 Return on marketing investment 、 Marketing research 、 Marketing 、 Relationship marketing 、 Marketing management 、 Marketing strategy

摘要: Chapter 1: Marketing's Value to Consumers, Firms, and Society 2: Marketing Strategy Planning 3: Evaluating Opportunities in the Changing Environment 4: Focusing with Segmentation Positioning 5: Demographic Dimensions of Global Consumer Markets 6: Final Consumers Their Buying Behavior 7: Business Organizational Customers 8: Improving Decisions Information 9: Elements Product for Goods Services 10: Management New-Product Development 11: Place Channel Systems 12: Distribution Customer Service Logistics 13: Retailers, Wholesalers, 14: Promotion-Introduction Integrated Communications 15: Personal Selling 16: Advertising, Publicity, Sales Promotion 17: Pricing Objectives Policies 18: Price Setting World 19: Implementing Controlling Plans: Evolution Revolution 20: Managing Link Other Functional Areas 21: Ethical a Consumer-Oriented World: Appraisal Challenges Appendix A: Economics Fundamentals B: Arithmetic C: Career