Marketing

Marketing
定價：900 元
NT $ 855
  • 作者：Michael Levens
  • 出版社：新陸書局
  • 出版日期：2009-06-01
  • 語言：英文
  • ISBN10：0137013299
  • ISBN13：9780137013296
  • 裝訂：平裝 / 290頁 / 普通級 / 單色印刷 / 初版
 

內容簡介

　　Publisher: Pearson Higher Education
　　Copyright: 2010
　　Format: Paper; 290 pp

　　Description
　　Undergraduate Principles of Marketing textbook
　　A unique marketing text based on student feedback.

　　Marketing: Defined, Explained, Applied revolutionizes the way students learn by offering them a textbook that is not written as a continuous narrative, but is instead broken down by topic and each topic is broken down into three sections: Defined, Explained, Applied. This innovative approach presents key concepts in an easy to use format, allowing students to quickly learn all of the information they need.

　　Michael Levens

 

目錄

Section I: Explaining
Chapter 1 – The Meaning of Marketing
Chapter 2 – The Market in Marketing
Chapter 3 – Marketing in an Organization
Chapter 4 – A Broader Perspective on Marketing

Section II: Creating
Chapter 5 – Value for Customers
Chapter 6 – A Perspective on Behavior
Chapter 7 – Consumer Insights
Chapter 8 – The Brand

Section III: Strategizing
Chapter 9 – The Segment, Target and Position
Chapter 10 – The Marketing Plan

Section IV: Managing
Chapter 11 – Product and Service Strategies
Chapter 12 – Pricing Strategies
Chapter 13 – Supply Chain and Distribution Strategies
Chapter 14 – Consumer Influence Strategies
Chapter 15 – Personal Selling Strategies

Section V: Integrating
Chapter 16 – The Media Mix
Chapter 17 – The Marketing Mix

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