Marketing Foundations, International Edition
(Sprache: Englisch)
MARKETING FOUNDATIONS, 4e, International Edition offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses....
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MARKETING FOUNDATIONS, 4e, International Edition offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in sustainable marketing, marketing entrepreneurship, and marketing in transitional times while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the Fourth Edition includes new advertisements, photos, and screen shots throughout the text; activities contributing to a larger semester goal to create a marketing plan; boxed features highlighting text themes; and Opening Vignettes that feature engaging companies intended to spark student interest.
Inhaltsverzeichnis zu „Marketing Foundations, International Edition “
Part I: STRATEGIC MARKETING AND ITS ENVIRONMENT. 1. Customer-Driven Strategic Marketing.2. Planning Marketing Strategies.3. The Marketing Environment, Social Responsibility, and Ethics.Part II: MAREKET RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems.5. Target Markets: Segmentation and Evaluation.PART III: CUSTOMER BEHAVIOR. 6. Consumer Buying Behavior.7. Business Markets and Buying Behavior.8. Global Markets and International Marketing.Part IV: PRODUCT DECISIONS. 9. Product, Branding, and Packaging Concepts.10. Developing and Managing Goods and Services.Part V: PRICING DECISIONS. 11. Pricing Fundamentals.12. Pricing Management.Part VI: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management.14. Retailing, Direct Marketing and Wholesaling.Part VII: PROMOTION DECISIONS. 15. Integrated Marketing Communications.16. Advertising and Public Relations.17. Personal Selling and Sales Promotion.Appendix: Careers in Marketing.
Autoren-Porträt von William M. Pride, O. C. Ferrell
O.C. Ferrell ist Professor für Marketing und Mitarbeiter für kreative Businessstrategien an der Anderson Schule für Management sowie der Universität New Mexiko.
Bibliographische Angaben
- Autoren: William M. Pride , O. C. Ferrell
- 2011, 608 Seiten, Maße: 28 cm, Kartoniert (TB), Englisch
- Verlag: South Western College
- ISBN-10: 0538756373
- ISBN-13: 9780538756372
Sprache:
Englisch
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