A Preface to Marketing MANAGEMENT (行銷管理) 9/e
商品簡介
目次
SECTION I ESSENTIALS OF MARKETING MANAGEMENT
PART A INTRODUCTION
CH1 Strategic Planning and the Marketing Management Process
PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE RARGETMARKET
CH2 Marketing Research: Process and Systems for Decision Making
CH3 Consumer Behavior
CH4 Business, Government, and Institutional Buying
CH5 Market Segmentation
PART C THEMARKETING MIX
CH6 Product Strategy
CH7 New Product Planning and Development
CH8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
CH9 Personal Selling, Relationship Building, and sales Management
CH10 Distribution Strategy
CH11 Pricing Strategy
PART D MARKETING IN SPECIAL FIELDS
CH12 The Marketing of Services
CH13 Global Marketing
SECTION II ANALYZING MARKETING PROBLEMS AND CASES
SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV DEVELOPING MARKETING PLANS
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