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Marketing contemporary concepts and practices William F. Schoell, Joseph P. Guiltinan.
Detalles de publicación: New Jersey Prentice Hall, Inc. 1995.Edición: 6th edDescripción: xxvii, 762 p. illsISBN:- 0205156029
- 658.8 20
- HF5415 .S357 1991
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8 S364m6 (Navegar estantería(Abre debajo)) | Disponible | 80000001734642 |
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Descripciones mejoradas de Syndetics:
This study places emphasis upon visual learning. Key concept graphics, current advertisements that capture student interest and student-oriented in-text examples aim to aid visualizing and understanding. Concepts such as creating an advertisement that works, branding a product, and the new product development process are included in the book along with a greater emphasis on relationship marketing. The work now includes two chapters on international marketing, with global issues integrated throughout the text with examples.
Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- I Marketing: Its Environment And Management
- 1 What is Marketing?
- 2 The Global Environment of Marketing
- 3 Marketing Management and the Planning Process
- II Understanding And Selecting Target Markets
- 4 Marketing Research
- 5 The Consumer Market and Buying Behavior
- 6 Organizational Markets and Buying Behavior
- 7 Market Segmentation
- 8 Target Marketing
- III Developing Products And Services
- 9 The Product Offering
- 10 Product Development and Management
- 11 Services and Nonprofit Marketing
- IV Distribution
- 12 Marketing Channels
- 13 Wholesaling and Logistics
- 14 Retailing
- V Promotion
- 15 The Promotion Effort
- 16 Advertising
- 17 Direct Marketing, Sales Promotion, and Public Relations
- 18 Personal Selling
- VI Pricing
- 19 Pricing Procedures
- 20 Pricing Administration
- VII Effective Marketing Strategies
- 21 Marketing Implementation and Control
- 22 International Marketing
- Appendixes
- A Financial Analysis and Marketing Management
- B Careers in Marketing
- Glossary
- Indexes