Marketing today

Gordon Oliver

This edition features a new chapter on marketing in the public sector along with new sections on competition and complexity; scanning databases; database marketing; co-operative strategies; developing marketing strategy; product planning; sales promotion; direct channels; competition; saturation; and internationalism. Examples are taken from many international companies, for example Ford, Pirelli, Benetton, Mars, Coca-Cola, and Proctor and Gamble.

「Nielsen BookData」より


  • The role of marketing
  • consumer psychology
  • social influences on buyer behaviour
  • models of buyer behaviour
  • organizational buying behaviour
  • segmentation and positioning
  • marketing research
  • sales forecasting and market potential
  • developing marketing strategy
  • competitive strategies
  • marketing planning and implementation
  • product planning
  • planning new and mature products
  • market testing
  • promotion planning
  • advertising objectives and assessment
  • planning advertising and sales promotion
  • salesforce planning
  • salesforce motivation and control
  • channel structure and conduct
  • channel and distribution planning
  • price planning
  • international marketing, Joe Penn
  • the broader application of marketing, Richard Christy
  • organizing and appraising marketing operations
  • challenges to marketing.

「Nielsen BookData」より


書名 Marketing today
著作者等 Oliver, Gordon
出版元 Prentice Hall
刊行年月 1995
版表示 4th ed
ページ数 xv, 575 p.
大きさ 24 cm
ISBN 0132030012
NCID BA25143384
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言語 英語
出版国 アメリカ合衆国