Buch, Englisch, 720 Seiten, Format (B × H): 225 mm x 284 mm, Gewicht: 1717 g
Buch, Englisch, 720 Seiten, Format (B × H): 225 mm x 284 mm, Gewicht: 1717 g
ISBN: 978-0-07-338095-7
Verlag: McGraw-Hill Education - Europe
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Section One Assessing the Marketplace Chapter 1 Overview of Marketing Chapter 2 Developing Marketing Strategies and a Marketing Plan Chapter 3 Marketing Ethics Chapter 4 Analyzing the Marketing Environment Section Two Understanding the Marketplace Chapter 5 Consumer Behavior Chapter 6 Business-to-Business Marketing Chapter 7 Global Marketing Section Three Targeting the Marketplace Chapter 8 Segmentation, Targeting, and Positioning Chapter 9 Marketing Research and Information Systems Section Four Value Creation Chapter 10 Product, Branding, and Package Decisions Chapter 11 Developing New Products Chapter 12 Services: The Intangible Product Section Five Value Capture Chapter 13 Pricing Concepts for Establishing Value Chapter 14 Strategic Pricing Methods Section Six Value Delivery: Designing the Channel and Supply Chain Chapter 15 Supply Chain Management Chapter 16 Retailing and Multi-Channel Marketing Section Seven Value Communication Chapter 17 Integrated Marketing Communications Chapter 18 Advertising and Sales Promotions Chapter 19 Personal Selling and Sales Management