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关键词：
Marketing Management
书目信息
ISBN：
9780073137636（13位）
中图分类号：
F7
杜威分类号：
中文译名：
营销管理，第8版
作者：
Peter J. Paul
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
8e
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 Management: Knowledge and Skills, 8/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies. New to this edition: New Cases: 12 of the 40 cases are new. Among those, companies like eBay, Yum! Brands, and Mountain Dew are profiled. All the cases feature domestic and global companies, high-tech companies, consumer and organizational products, small and large businesses, products and services, and manufacturers and channel members-all chosen to highlight marketing management principles and strategies in action. Both the new and “classic” cases feature themes relevant to the marketing manager: global, technology, ethics, and services, strategic partnerships, creativity, vision, values, relationship marketing. New Videos: Approximately 50% of the video segments are brand new for this edition. The management practices of companies like Wal-Mart and eBay are showcased, giving students a practical interpretation of the concepts in the book.
目次：
附录：
全文链接：
读者对象：
实体信息
页码：
896
装帧：
软皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
125.0000
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073137634
issue：
2006JC02
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