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| ◇ Marketing ◇ |
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| 類別 |
Marketing |
| 定價 |
1050 元
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年份 |
2004 |
| 書碼 |
S649 |
ISBN |
0324014798 |
| 作者 |
Lamb |
譯者 |
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| 版次 |
第7版 |
裝訂 |
精裝 |
| 優惠價 |
945 元
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| 教學配件 |
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1.Test Bank 3.Instructors Manual 3.Powerpoint
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The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing. |
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PART 1: THE WORLD OF MARKETING
1. An Overview of Marketing
2. Strategic Planning for Competitive Advantage
3. The Marketing Environment and Marketing Ethics
4. Developing a Global Vision
PART 2: ANALYZING MARKETING OPPORTUNITIES
5. Consumer Decision Making
6. Business Marketing
7. Segmenting and Targeting Markets
8. Decision Support Systems and Marketing Research
PART 3: PRODUCT DECISIONS
9. Product Concepts
10. Developing and Managing Products
11. Services and Nonprofit Organization Marketing
PART 4: DISTRIBUTION DECISIONS
12. Marketing Channels and Supply Chain Management
13. Retailing
PART 5: PROMOTION DECISIONS
14. Integrated Marketing Communications
15. Advertising and Public Relations
16. Sales Promotion and Personal Selling
PART 6: PRICING DECISIONS
17. Pricing Concepts
18. Setting the Right Price
PART 7: TECHNOLOGY DRIVEN MARKETING
19. Internet Marketing
20. Customer Relationship Marketing
21. One-to-One Marketing
Appendix: Careers in Marketing
Glossary
Endnotes
Internet Index |
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Charles W. Lamb,Jr.
M.J. Neeley Professor of Marketing
M.J. Neeley School of Business
Texas Chistain University
Joseph F. Hair,Jr.
Alvin C. Copeland Endowed Chair of Franchising and Director,Entrepreneurship Institute Louisiana State University
Carl McDaniel
Chair, Department of Marketing
College of Business Administration
University of Texas at Arlington |
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| 作者 Lamb |
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