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Marketing: An Introduction, 6th Edition (Маркетинг: Введение)

Опубликовано на портале: 25-11-2003
Изд-во: Prentice-Hall, 2003, 714 с.
Тематический раздел:
For courses in Principles of Marketing. This accessible, streamlined introduction to marketing by two of today's best selling marketing authors helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars(1) theory and concepts; (2) practices and applications; and (3) pedagogycultivating an efficient, effective teaching and learning environment.

Рекомендуется использовать учебник в курсах Принципы маркетинга. Эта книга поможет студентам изучить базовые принципы и практику современного маркетинга.

I. Understanding Marketing And The Marketing Management Process.
II. Assessing Opportunities In A Dynamic Marketing Environment.
III. Developing Marketing Strategy And The Marketing Mix.
IV. Extending Marketing.
Cases.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers In Marketing.
Glossary.
Indexes