• 今日66折
  • 天天BUY
Basic Marketing:A Marketing Strategy Planning Approach(19版)

Basic Marketing:A Marketing Strategy Planning Approach(19版)

  • 定價:1280
  • 優惠價:951216
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可取貨點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
載入中...
 

內容簡介

  Built on a strong foundation, Basic Marketing 18e with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus.

  The Perreault franchise was the pioneer of the 'four Ps' in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent 'best practices,' and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.

作者簡介

William D. Perreault, Jr.

  現職:University of Norht Carolina

Joseph P. Cannon

  現職:Colorado State University

E. Jerome McCarthy

  現職:Michigan State University

 

目錄

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch 10 Place and Development of Channel Systems
Ch 11 Distribution Customer Service and Logistics
Ch 12 Retailers, Wholesalers, and Their Strategy Planning
Ch 13 Promotion'Introduction to Integrated Marketing Communications
Ch 14 Personal Selling and Customer Service
Ch 15 Advertising, Publicity, and Sales Promotion
Ch 16 Pricing Objectives and Policies
Ch 17 Price Setting in the Business World
Ch 18 Implementing and Controlling Marketing Plans: Evolution and Revolution
Ch 19 Managing Marketing's Link with Other Functional Areas
Ch 20 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A: Economics Fundamentals
Appendix B: Marketing Arithmetic
Appendix C: Career Planning in Marketing
 

詳細資料

  • ISBN:9781259060762
  • 叢書系列:行銷學
  • 規格:平裝 / 726頁 / 普通級 / 單色印刷 / 19版
  • 出版地:台灣

最近瀏覽商品

 

相關活動

  • 從素人到爆紅主播,經營法則首次公開!
 

購物說明

若您具有法人身份為常態性且大量購書者,或有特殊作業需求,建議您可洽詢「企業採購」。 

退換貨說明 

會員所購買的商品均享有到貨十天的猶豫期(含例假日)。退回之商品必須於猶豫期內寄回。 

辦理退換貨時,商品必須是全新狀態與完整包裝(請注意保持商品本體、配件、贈品、保證書、原廠包裝及所有附隨文件或資料的完整性,切勿缺漏任何配件或損毀原廠外盒)。退回商品無法回復原狀者,恐將影響退貨權益或需負擔部分費用。 

訂購本商品前請務必詳閱商品退換貨原則 

  • 職場練習生|備戰指南5折起
  • 幸福文化聯展199元起
  • 遠流全書系5折起

訂閱電子報

想獲得最新商品資訊,請訂閱免費電子報