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Essentials of marketing: A global - managerial approach

Evaluate the role of dual marketing with consumers, firms and society. Come up with a marketing plan. Evaluate opportunities to change the marketing environment. Customers and their buying and selling attitudes. Commercial techniques and how to organize and take care of customers. Understanding customer preferences,...

Thông tin trích dẫn: Essentials of marketing: A global - managerial approach. William D. Perreault. NXB Mc Graw - Hill, 2006.

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Abstract
Essentials of Marketing is a brief version of Basic Marketing. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout. While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.

+ 1. Marketing's Role in the Global Economy

+ 2. Marketing's Role within the Firm or Nonprofit Organization

+ 3. Focusing Marketing Strategy with Segmentation and Positioning

+ 4. Evaluating Opportunities in the Changing Marketing Environment

+ 5. Final Consumers and Their Buying Behavior

+ 6. Business and Organizational Customers and Their Buying Behavior

+ 7. Improving Decisions with Marketing Information

+ 8. Elements of Product Planning for Goods and Services

+ 9. Product Management and New-Product Development

+ 10. Place and Development of Channel Systems

+ 11. Distribution Customer Service and Logistics

+ 12. Retailers, Wholesalers, and Their Strategy Planning

+ 13. Promotion--Introduction to Integrated Marketing Communications

+ 14. Personal Selling

+ 15. Advertising and Sales Promotion

+ 16. Pricing Objectives and Policies

+ 17. Price Setting in the Business World

+ 18. Developing Innovative Marketing Plans: Appraisal and Challenges Appendixes A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in Marketing

Từ khóa: Essentials of Marketing, Quản trị kinh doanh, William D. Perreault

11 p tailieu_haui 21/06/2022 85 0

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