Marketing : defined, explained, applied

Michael Levens

A unique and easy-to-read breakdown of marketing information. Marketing: Defined, Explained, Applied was written from the ground up to be the most usable reference guide for understanding the principles of marketing. The unique visual and organizational style of the text clearly presents key information that draws readers into the material, allowing them to use their text--rather than passively read it. The second edition features a new format that makes it easier for readers to study and learn the material.

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  • Chapter 1. The Meaning of Marketing Chapter 2. The Market in Marketing Chapter 3. Planning and Marketing in an Organization Chapter 4. A Broader Perspective on Marketing Chapter 5. Global Marketing Chapter 6. Value for Customers Chapter 7. A Perspective on Consumer Behavior Chapter 8. Consumer Insight Chapter 9. The Brand Chapter 10. Segmenting, Targeting, and Positioning Chapter 11. The Marketing Plan Chapter 12. Product and Service Strategies Chapter 13. Pricing Strategies Chapter 14. Supply Chain and Distribution Strategies Chapter 15. Retailing and Wholesaling Chapter 16. Marketing Communications: Advertising and Sales Promotion Chapter 17. Personal Selling and Direct Marketing Strategies Chapter 18. Integrated Marketing Communications Chapter 19. The Marketing Mix Chapter 20. Marketing Measurement

「Nielsen BookData」より


書名 Marketing : defined, explained, applied
著作者等 Levens Michael
出版元 Prentice Hall
刊行年月 c2012
版表示 2nd ed
ページ数 xi, 371 p.
大きさ 28 cm
ISBN 9780132177153
NCID BB06820609
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言語 英語
出版国 アメリカ合衆国