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| ◇ Introduction To Marketing ◇ |
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| 類別 |
Marketing |
| 定價 |
1150 元
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年份 |
2006 |
| 書碼 |
S671 |
ISBN |
0324323808 |
| 作者 |
Charles W. Lamb |
譯者 |
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| 版次 |
第8版 |
裝訂 |
平裝 |
| 優惠價 |
1035 元
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| 教學配件 |
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New to the Edition
Feature Presentation Video Package: The eighth edition features innovative new videos selected by Joseph Champoux, a leader in teaching through film. Each chapter contains a clip from a popular Hollywood movie to illustrate marketing concepts. Looking through the lens of a movie camera provides a fresh perspective and helps students connect marketing theories to situations, while providing an engaging and exciting classroom.
Marketing in Entertainment: Inspired from the "Feature Presentation","Marketing in Entertainment"boxes highlight how marketing concepts are applied in the entertainment industry. Examples from film, television, publishing, computer software, video games, and more illustrate how marketing principles apply in this industry. A question at the end of each chapter relates to "Marketing in Entertainment" and allows students to explore the issue in more detail.
Visual Summaries: The eighth edition has refined the pedagogy of the Integrated Learning System by adding visual summaries within each chapter. These visual summaries provide another means by which students can grasp and master complex marketing concepts. They are designed to illustrate the concept graphically, these summaries were created with the visual learner in mind.
Application Exercise: Application exercises at the end of each chapter give students the opportunity to put marketing principles to work in an active, involved manner. Exercises were selected by a panel of marketing professors from the hundreds of “Great Ideas in Teaching Marketing” that have been submitted since the first edition of Marketing.
Career Exercise: The eighth edition features a new exercise designed to give students a starting point for researching a career in marketing. Students can investigate careers in the marketing fields that relate to the concepts they were exposed to in the chapter. Numerous online resources are given to help students explore various marketing careers.
Still Shaky? Student Resource Lists: Each chapter concludes with a checklist indicating what additional materials are available to help reinforce chapter material. Xtra!, the product website, and other resources are broken out into an easy-to-read checklist detailing what is available and where to find it. Students wont miss an opportunity to use the large amount of study materials that are suited to their individual learning styles. |
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PART 1: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Social Responsibility, Ethics, and the Marketing Environment.
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.
Appendix: Careers in Marketing. Glossary. Endnotes. Internet Index. |
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Charles W. Lamb - Texas Christian University
Joseph F. Hair - Louisiana State University
Carl McDaniel - University of Texas, Arlington |
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| 作者 Charles W. Lamb |
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