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Marketing
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Introducti
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Business(9
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Marketing(14版)
作者：
Pride
分類：
行銷企管
／
行銷•廣告
出版社：
華泰文化
出版日期：2007/5/14
ISBN：0618799702
書籍編號：kk0177623
頁數：629
定價：
1180
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<b><font color="#aa0000">內容簡介</font></b> Engaging and motivating students with diverse backgrounds and varied interests in marketing requires stimulating and effective teaching materials--and Pride/Ferrell continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, Marketing's text and its outstanding suite of supplements supplies students with the knowledge and decision-making skills needed to succeed in today's competitive business environment. Using topical issues including globalization, customer relationship management, supply chain management, and the latest e-commerce models, the authors connect marketing to students' personal lives. The latest edition features current data and examples, new advertisements and photos, and a new design that lends a contemporary look and feel to the text. A range of electronic tools--from premium online study content to the GoVenture entrepreneur simulation--support students as they work toward mastery of marketing principles and applications. <b><font color="#aa0000">目錄</font></b> PART PART I Marketing Strategy and Customer Relationships Ch 1. An Overview of Strategic Marketing Ch 2. Planning, Implementing, and Controlling Marketing Strategies PART II Environmental Forces, Social Responsibility, and Ethics Ch 3. The Marketing Environment Ch 4. Social Responsibility and Ethics in Marketing PART III Markets and Customer Behavior Ch 5. Consumer Buying Behavior Ch 6. Business Markets and Buying Behavior Ch 7. Reaching Global Markets PART IV Using Technology, Information, and Target Market Analysis Ch 8. E-Marketing and Customer Relationship Management Ch 9. Marketing Research and Information Systems Ch 10. Target Markets: Segmentation, Evaluation, and Positioning PART V Product Decisions Ch 11. Product Concepts Ch 12. Developing and Managing Products Ch 13. Branding and Packaging Ch 14. Services Marketing PART VI Distribution Decisions Ch 15. Marketing Channels and Supply Chain Management Ch 16. Wholesaling and Physical Distribution Ch 17. Retailing and Direct Marketing PART VII Promotion Decisions Ch 18. Integrated Marketing Communications Ch 19. Advertising and Public Relations Ch 20. Personal Selling and Sales Promotion PART VIII Pricing Decisions Ch 21. Pricing Concepts Ch 22. Setting Prices
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