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Basic Mark
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Basic Mark
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Basic Marketing：A Global-Managerial Approach(16版)
作者：
Perreault
分類：
行銷企管
／
行銷•廣告
出版社：
華泰文化
出版日期：2007/1/18
ISBN：0071101101
書籍編號：kk0177622
頁數：750
定價：
1240
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<b><font color="#aa0000">內容簡介</font></b> New Co-Author. Introducing Joe Cannon! Joe Cannon is an Associate Professor of Marketing at Colorado State University. Prior to joining CSU, Joe taught at the Goizueta Business School at Emory University for five years. He received his Ph.D. in Marketing from University of North Carolina, where he was a student of Bill Perreault. Joe also brings vast marketing and sales industry experience as well, such as time spent in sales and marketing for Eastman Kodak. Marketing Strategy Process Planning Model. We have enhanced the clarity of content organization through this model which shows how each chapter’s material fits into the “big picture.” This builds on a long-time strength of Basic Marketing, helping students integrate key marketing concepts. Expanded Emphasis on Customer Equity and Customer Service. These concepts are introduced early in the book and integrated throughout to emphasize their central role in modern marketing. Interesting and Integrated Coverage of Marketing Practice. This edition includes hundreds of updated concepts, examples, and best practices – across a broad variety of business and nonprofit organizations. The examples are chosen to be interesting to students and to demonstrate effective marketing. Ethics Questions. Each chapter now includes provocative scenario-based exercises which place students in real world situations faced by today’s marketing managers. The questions force students to take a stand and think more deeply about the dilemmas facing marketing managers. The flexible format allows instructors to create written assignments, discuss the questions in class or simply encourage student reflection. The Instructor’s Manual provides teaching suggestions <b><font color="#aa0000">目錄</font></b> ch1 Marketing’s Value to Consumers, Firms, and Society ch 2 Marketing Strategy Planning ch 3 Focusing Marketing Strategy with Segmentation and Positioning ch 4 Evaluating Opportunities in the Changing Marketing Environment ch 5 Demographic Dimensions of Global Consumer Markets ch 6 Final Consumers and Their Buying Behavior ch 7 Business and Organizational Customers and Their Buying Behavior ch 8 Improving Decisions with Marketing Information ch 9 Elements of Product Planning for Goods and Services ch 10 Product Management and New-Product Development ch 11 Place and Development of Channel Systems ch 12 Distribution Customer Service and Logistics ch 13 Retailers, Wholesalers, and Their Strategy Planning ch 14 Promotion—Introduction to Integrated Marketing Communications ch 15 Personal Selling and Customer Service ch 16 Advertising and Sales Promotion ch 17 Pricing Objectives and Policies ch 18 Price Setting in the Business World ch 19 Implementing and Controlling Marketing Plans: Evolution and Revolution ch 20 Managing Marketing’s Link with Other Functional Areas ch 21 Developing Innovative Marketing Plans ch 22 Ethical Marketing in a Consumer-Oriented World
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