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关键词：
Basic Marketing
书目信息
ISBN：
9780073529806（13位）
中图分类号：
F7
杜威分类号：
中文译名：
基础营销学（第16版）
作者：
Perreault
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
16e
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
Basic Marketing 16e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. 16e builds upon its pioneering beginnings that introduced the “four Ps” to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. Marketing Strategy Process Planning Model. We have enhanced the clarity of content organization through this model which shows how each chapter’s material fits into the “big picture.” This builds on a long-time strength of Basic Marketing, helping students integrate key marketing concepts. Expanded Emphasis on Customer Equity and Customer Service. These concepts are introduced early in the book and integrated throughout to emphasize their central role in modern marketing. Interesting and Integrated Coverage of Marketing Practice.
目次：
1 Marketing’s Value to Consumers, Firms, and Society. 2 Marketing Strategy Planning. 3 Focusing Marketing Strategy with Segmentation and Positioning. 4 Evaluating Opportunities in the Changing Marketing Environment. 5 Demographic Dimensions of Global Consumer Markets. 6 Final Consumers and Their Buying Behavior. 7 Business and Organizational Customers and Their Buying Behavior. 8 Improving Decisions with Marketing Information. 9 Elements of Product Planning for Goods and Services. 10 Product Management and New-Product Development. 11 Place and Development of Channel Systems. 12 Distribution Customer Service and Logistics.13 Retailers, Wholesalers, and Their Strategy Planning. 14 Promotion—Introduction to Integrated Marketing Communications. 15 Personal Selling and Customer Service. 16 Advertising and Sales Promotion. 17 Pricing Objectives and Policies. 18 Price Setting in the Business World. 19 Implementing and Controlling Marketing Plans: Evolution and Revolution. 20 Managing Marketing’s Link with Other Functional Areas. 21 Developing Innovative Marketing Plans. 22 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges.
附录：
全文链接：
读者对象：
实体信息
页码：
800
装帧：
硬皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
141.2500
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
007352980X
issue：
2006JC02
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