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· 제목 : Marketing Information (Paperback) (A Strategic Guide for Business and Finance Libraries)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780789060068
· 쪽수 : 374쪽
· 출판일 : 2004-10-30
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780789060068
· 쪽수 : 374쪽
· 출판일 : 2004-10-30
목차
- Acknowledgments
- Preface
- Where to Find It: A Checklist for Typical Marketing Concepts
- PART I. INTRODUCTION
- Chapter 1. Introduction to Sources and Strategies for Research on Marketing
- PART II. RESEARCHING THE COMPETITIVE ENVIRONMENT
- Chapter 2. Sources for an Industry Scan
- Chapter 3. Sources About Companies, Brands, and Competitors
- Chapter 4. Sources for Market Research Reports
- PART III. RESEARCH ABOUT CUSTOMERS
- Chapter 5. Demographic, Geographic, and Lifestyle Sources
- Chapter 6. Marketing Sources for Demographic Niches
- PART IV. RESEARCH FOR PROMOTIONAL STRATEGY
- Chapter 7. Advertising and Media Planning Sources
- Chapter 8. Public Relations Sources
- PART V. RESEARCHING THE SALES STRATEGY
- Chapter 9. Sales Management, Sales Promotion, and Retail Sources
- Chapter 10. Direct Marketing and E-Commerce Sources
- Chapter 11. International Marketing Sources
- PART VI. RESEARCHING PRICE, PACKAGING, AND PLACE
- Chapter 12. Product Development, Packaging, Pricing, and Place
- PART VII. SPECIAL TOPICS
- Chapter 13. Sources for Special Topics: Social Marketing, Nonprofit Organizations, Services Marketing, and Legal/Ethical Issues
- APPENDIX: Selected Glossaries
- Title Index
- Subject Index
- Reference Notes Included
