Managerial marketing

H.J. Kuhlmeijer

[目次]

  • I Introduction.- 1. Managerial Marketing.- 2. What is Marketing?.- 3. Factors and Developments Which Have Placed the Marketing in a Position of Prime Importance within the Company (After the Second World War).- 4. Marketing: the Price Paid and the Benefits Received.- 5. The Marketing Process.- 6. The Place of Marketing in the Organization of the Firm.- 7. The Management Process.- 8. Policy Problems in Marketing.- 9. Risks and Uncertainties: Their Meaning and Influence.- 10. The Planning Process and the Marketing Plan.- 11. Marketing Policy and the Financial Results of the Firm.- II Market and Demand.- 12. The Concepts of Market and Demand.- 13. Buyer Behaviour.- 14. The Extent of Demand.- 15. The Composition of Demand: Market Segmentation.- III The Principal Marketing Instruments.- 16. Product And Assortment Policy.- 17. Distribution Policy.- 18. Personal Selling and Advertising (and Sales Promotions) Policies.- 19. Pricing Policy.- IV Integration.- 20. Integrated Marketing Policy.- Appendix. The Development of Marketing Thought.- References.- List of Additional Literature.

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この本の情報

書名 Managerial marketing
著作者等 Kuhlmeijer, H. J.
Kuhlmeijer H.J.
出版元 Stenfert Kroese
刊行年月 1975
ページ数 xviii, 285 p.
大きさ 23 cm
ISBN 9020704605
NCID BA11231483
※クリックでCiNii Booksを表示
言語 英語
出版国 オランダ
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