ISE Essentials of Marketing
(Sprache: Englisch)
Perreault's Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our...
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Perreault's Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. There are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones. The manydramatic changes in the market environment and marketing strategy are reflected throughout the print, digital and supplemental package. Additionally, each revision of Essentials of Marketing has a few key themes that we incorporate based on the needs of the market and reviewer feedback. In 17e, we have incorporated (1) NEW marketing for a better world (#M4BW), (2) marketing analytics, (3) active learning, and (4) currency. The following page provides a brief
overview of these themes: SupportAtEveryStep.
Inhaltsverzeichnis zu „ISE Essentials of Marketing “
Chapter One: Marketing's Value to Consumers, Firms, and Society Chapter Two: Marketing Strategy Planning
Chapter Three: Evaluating Opportunities in the Changing Market Environment
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning
Chapter Five: Final Consumers and Their Buying Behavior
Chapter Six: Business and Organizational Customers and Their Buying Behavior
Chapter Seven: Improving Decisions with Marketing Information
Chapter Eight: Elements of Product Planning for Goods and Services
Chapter Nine: Product Management and New-Product Development
Chapter Ten: Place and Development of Channel Systems
Chapter Eleven: Distribution Customer Service and Logistics
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning
Chapter Thirteen: Promotion-Introduction to Integrated Marketing Communications
Chapter Fourteen: Personal Selling and Customer Service
Chapter Fifteen: Advertising and Sales Promotion
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter Seventeen: Pricing Objectives and Policies
Chapter Eighteen: Price Setting in the Business World
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Autoren-Porträt von William Perreault, Joseph Cannon, E. Jerome McCarthy
William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.
Bibliographische Angaben
- Autoren: William Perreault , Joseph Cannon , E. Jerome McCarthy
- 17 ed, Taschenbuch, Englisch
- Verlag: McGraw-Hill Education
- ISBN-10: 1260570916
- ISBN-13: 9781260570915
- Erscheinungsdatum: 24.03.2020
Sprache:
Englisch
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