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关键词：
Marketing
书目信息
ISBN：
9780073016344（13位）
中图分类号：
F7
杜威分类号：
中文译名：
营销学，第14版
作者：
Etzel Michael J
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2005
版本：
14e
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
营销
前言：
摘要：
内容简介：
Marketing, 14/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship.
目次：
Preface. Part One The Nature and Scope of Marketing. Chapter 1 The Field of Marketing. Chapter 2 The Dynamic Marketing Environment. Chapter 3 Global Markets and Marketing. Part Two Identifying and Selecting Markets. Chapter 4 Consumer Markets and Buying Behavior. Chapter 5 Business Markets and Buying Behavior. Chapter 6 Market Segmentation, Targeting, and Positioning. Chapter 7 Marketing Research and Market Information. Part Three Product. Chapter 8 Product Planning and Development. Chapter 9 Product-Mix Strategies. Chapter 10 Brands, Packaging, and Other Product Features. Chapter 11 Services Marketing. Part Four Price. Chapter 12 Price Determination. Chapter 13 Pricing Strategies. Part Five Distribution. Chapter 14 Channels of Distribution. Chapter 15 Retailing. Chapter 16 Wholesaling and Physical Distribution. Part Six Promotion. Chapter 17 Integrated Marketing Communication. Chapter 18 Personal Selling and Sales Management. Chapter 19 Advertising, Sales Promotion, and Public Relations. Part Seven Managing the Marketing Effort. Chapter 20 Strategic Marketing Planning. Chapter 21 Marketing Implementation and Evaluation. Chapter 22 Marketing and the Information Economy
附录：
全文链接：
读者对象：
实体信息
页码：
736
装帧：
软皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
100.3100
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073016349
issue：
2006JC02
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