William M. Pride

Marketing: Concepts and Strategies

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Būklė: Gera
Miestas: Vilnius
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Santrauka: Contents An Analysis of Marketing Opportunities 3 An Overview of Strategic Marketing 4 Marketing Facilitates Satisfying Exchange Relationships 10 Evolution of the Marketing Concept 16 Target Market Selection 25 The Organization of This Book 31 Marketing Mix Development 33 2 The Marketing Environment 38 Selecting Promotion Mix Ingredients 454 Discussion and Review Questions 460 Advertising and Publicity 464 The Nature of Advertising 467 Developing an Advertising Campaign 473 Creating the Advertising Message 486 Limitations in Using Publicity 500 15jPersonal Selling and Sales Promotion 508 Politics and the Marketing Environment 44 Economic and Competitive Forces 59 The Impact of Technology 72 Segmentation and Evaluation 82 Variables for Segmenting Organizational Markets 105 4 Consumer Buying Behavior 118 Information Search 123 ReferenceGroup Influence 136 Types of Organizational Buyers 151 Organizational Buying Decisions 163 Summary 169 j Marketing Research and Information Systems 174 Defining Marketing Research and Marketing Information Systems 177 The Marketing Research Process 184 Designing the Research 190 Observation Methods 203 Discussion and Review Questions 209 Part II 221 Product Concepts 222 Industrial Products 228 Maturity 234 Brand Licensing 240 Labeling 246 Cases 252 Applications 258 Organizing to Manage Products 259 Developing New Products 266 Product Positioning 276 Discussion and Review Questions 282 Part III 291 Marketing Channels 292 Channels for Industrial Products 298 Channel Integration 304 Buyer Behavior 310 Legal Issues in Channel Management 317 Wholesaling 326 Merchant Wholesalers 332 Agents and Brokers 337 Cases 350 Retailing 354 Specialty Retailers 366 Location 379 Atmospherics 382 Physical Distribution 394 The Importance of Physical Distribution 397 Transportation Selection Criteria 412 Part IV 433 Promotion and the Communication Process 439 The Promotion Mix 447 Applications 513 Compensating Salespeople 526 Summary 541 Motivating Salespeople 527 542 Strategic Case 547 Pricing Decisions 557 Pricing Concepts 558 Nonprice Competition 564 Status Quo 570 Factors Affecting Pricing Decisions 571 Price Discounting 577 Important Terms 583 Selection of Pricing Objectives 591 Marginal Analysis 597 Psychological Pricing 604 Marketing Management 627 V Strategic Market Planning 628 Competitive Strategies for Marketing 632 Establishing Organizational Goals 635 Corporate Strategy 643 Approaches to Strategic Market Planning 649 Profit Impact on Marketing Strategy P1MS 656 Intense Growth 658 Part VII 670 Organizing Marketing Activities 671 Taking Corrective Action 684 Summary 698 Strategic Case 704 Selected Applications 711 Industrial Marketing 712 Locating Industrial Customers 718 Distribution 724 Price 731 Applications 738 z Services and Nonbusiness Marketing 740 Characteristics of Services 744 Developing Marketing Strategies for Services 749 Nonbusiness May Be Controversial 763 Important Terms 776 Environmental Forces in International Markets 789 Distribution and Pricing 802 Developing International Marketing Involvement 805 Appendix 1 AgpenidixA 13 Glossary 621 JustinTime Inventory Control 411 637 Management of Marketing Activities 30 638 Copyright






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Kaina: 2.99 EUR
Būklė: Gera
Miestas: Vilnius

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