Buch, Englisch, 400 Seiten, Format (B × H): 195 mm x 248 mm, Gewicht: 874 g
Buch, Englisch, 400 Seiten, Format (B × H): 195 mm x 248 mm, Gewicht: 874 g
ISBN: 978-0-07-712713-8
Verlag: MCGRAW-HILL Higher Education
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Part I ~ Analysis 1 ~ Introduction2 ~ Assessing the internal marketing situation3 ~ Assessing the external marketing situation4 ~ SWOT-analysisPart II ~ Developing the marketing strategy and programme 5 ~ Strategic Market Planning6 ~ The Segmentation Process7 ~ Marketing Mix Decisions I: Product8 ~ Marketing Mix Decisions II: Pricing9 ~ Marketing Mix Decisions III: Distribution10 ~ Marketing Mix Decisions VI: CommunicationPart III ~ Implementing and managing the marketing plan11 ~ Developing and managing customer relationships12 ~ Organizing and implementing the marketing plan13 ~ Budgeting and controlling14 ~ Ethical, social and environmental aspects ofmarketing planning