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Principles of Marketing, 3rd edition (Принципы маркетинга)

Опубликовано на портале: 25-11-2003
Изд-во: Pearson Education, 2002, 1160 с.
Тематический раздел:
Principles of Marketing offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasises implementation and application through highlighted examples, vignettes and case studies based on a wide variety of national and international organisations and brands.

Книга описывает фундаментальные маркетинговые концепции и показывает стратегический контекст, в котором они применяются. В тексте содержится множество реальных примеров применения принципов маркетинга национальными и международными организациями.

1. Marketing Dynamics
2. The European Marketing Environment
3. Consumer Behaviour
4. B2B Buying Behaviour
5. Segmenting Markets
6. Marketing Information and Research
7. Anatomy of a Product
8. Product Management
9. New Product Development
10. Pricing: Context and Concepts
11. Pricing Strategies
12. Marketing Channels and Logistics
13. Retailers and Wholesalers
14. Integrated Marketing Communication
15. Advertising
16. Sales Promotion
17. Personal Selling and Sales Management
18. Direct Marketing and Exhibitions
19. Public Relations and Sponsorship
20. Strategic Marketing
21. Marketing Planning, Management and Control
22. Services and Non-profit Marketing
23. International Marketing
24. E-marketing and New Media