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关键词：
Marketing: The Core with Olc and Premium Content
书目信息
ISBN：
9780073215747（13位）
中图分类号：
F7
杜威分类号：
中文译名：
营销学：核心概念（附网上学习卡），第2版
作者：
Kerin
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
2e
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：
Marketing: The Core, 2/e by Kerin, Berkowitz, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 8/e, but in a shorter, more accessible package. The Core distills Marketing’s 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a "baby Kerin"; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
目次：
Part One: Initiating the Marketing Process Chapter 1 Creating Customer Relationships and Value through Marketing Chapter 2 Developing Successful Marketing and Corporate Strategies Appendix A Building an Effective Marketing Plan Chapter 3 Scanning the Marketing Environment Chapter 4 Ethics and Social Responsibility in Marketing Part Two: Understanding Buyers and Markets Chapter 5 Consumer Behavior Chapter 6 Organizational Markets and Buyer Behavior Chapter 7 Reaching Global Markets Part Three: Targeting Marketing Opportunities Chapter 8 Marketing Research: From Information to Action Chapter 9 Identifying Market Segments and Targets Part Four: Satisfying Marketing Opportunities Chapter 10 Developing New Products and Services Chapter 11 Managing Products, Services, and Brands Chapter 12 Pricing Products and Services Chapter 13 Managing Marketing Channels and Supply Chains Chapter 14 Retailing and Wholesaling Chapter 15 Retailing and Wholesaling Chapter 16 Integrated Marketing Communications and Direct Marketing Chapter 17 Personal Selling and Sales Management Chapter 18 Implementing Interactive and Multichannel Marketing Appendix B Planning a Career in Marketing
附录：
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读者对象：
实体信息
页码：
400
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：
0073215740
issue：
2006JC02
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