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

[目次]

  • 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

この本の情報

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
※クリックでCiNii Booksを表示
言語 英語
出版国 アメリカ合衆国
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