Essentials of Marketing:A Marketing Strategy Planning Approach（16版）

定價：~~1320~~ 元

NT $ 195 ~ 1,254

作者：William Perreault，Joseph P. Cannon，E. Jerome McCarthy
出版社：華泰文化
出版日期：2018-05-21
語言：英文
ISBN10：1260092127
ISBN13：9781260092127
裝訂：平裝 / 645頁 / 21.6 x 27.7 x 2.4 cm / 普通級 / 全彩印刷 / 16版

內容簡介

　　1.Prepares students for success by teaching skills through examples, explanations, frameworks, models, cases, and practical “how-to” techniques geared toward increasing analytical abilities.

　　2.Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.

作者介紹

作者簡介

William Perreault

　　現職：University of North Carolina

Joseph P. Cannon

　　現職：Colorado State University

E. Jerome McCarthy

　　現職：Michigan State University

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion-Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising and Sales Promotion
Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

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