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· 제목 : Basic Marketing Management (Paperback, 2)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780471353928
· 쪽수 : 368쪽
· 출판일 : 2000-02-09
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780471353928
· 쪽수 : 368쪽
· 출판일 : 2000-02-09
목차
The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.
Index.
