McDaniel, C: Introduction to Marketing

Carl McDaniel, Joseph F. Hair, Charles W. Lamb

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Buch (Taschenbuch, Englisch)
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Beschreibung

With its engaging presentation of concepts, INTRODUCTION TO MARKETING, 11e, International Edition, will give students the ability to recognize how much marketing principles play a role in their day-to-day lives. Your students experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. With coverage of current marketing practices and exciting new features, McDaneil, Lamb, and Hair’s INTRODUCTION TO MARKETING, 11e, International Edition, will have students saying, "Now that´s marketing."

Produktdetails

Einband Taschenbuch
Erscheinungsdatum 05.04.2010
Verlag Cengage Learning
Seitenzahl 736
Maße (L/B/H) 27.4/22/2.8 cm
Gewicht 1560 g
Auflage 11. Auflage
Sprache Englisch
ISBN 978-0-538-75487-3

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  • McDaniel, C: Introduction to Marketing
  • Part 1: THE WORLD OF MARKETING.
    1. An Overview of Marketing.
    2. Strategic Planning for Competitive Advantage.
    3. Ethics and Social Responsibility.
    4. The Marketing Environment.
    5. Developing a Global Vision.
    Part 2: ANALYZING MARKETING OPPORTUNITIES.
    6. Consumer Decision Making.
    7. Business Marketing.
    8. Segmenting and Targeting Markets.
    9. Decision Support Systems and Marketing Research.
    Part 3: PRODUCT DECISIONS.
    10. Product Concepts.
    11. Developing and Managing Products.
    12. Services and Nonprofit Organization Marketing.
    Part 4: DISTRIBUTION DECISIONS.
    13. Marketing Channels.
    14. Supply Chain Management.
    15. Retailing.
    Part 5: PROMOTION AND COMMUNICATION STRATEGIES.
    16. Promotional Planning for Competitive Advantage.
    17. Advertising and Public Relations.
    18. Sales Promotion and Personal Selling.
    Part 6: PRICING DECISIONS.
    19. Pricing Concepts.
    20. Setting the Right Price.
    Part 7: TECHNOLOGY-DRIVEN MARKETING.
    21. Consumer Relationship Management (CRM).