Samenvatting
Marketing 2nd edition is the ideal text for the undergraduate Introductory Marketing course in the Asia–Pacific region. Significantly, it is an original work rather than being an adaptation of a US text. The 1
st edition of this text was the most successful ground–up′ Introductory Marketing text ever released in the local market.
Building on the strengths of the popular 1st edition, the text and its extensive accompanying digital resources are designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking. This text provides a thorough analysis of contemporary marketing and is an essential guide to best practice.
Specificaties
Lezersrecensies
Inhoudsopgave
<p> 2 The marketing environment and market analysis 37</p>
<p> 3 Market research 73</p>
<p> 4 Consumer behaviour 111</p>
<p> 5 Business buying behaviour 145</p>
<p> 6 Markets: segmentation, targeting and positioning 177</p>
<p> 7 Product 213</p>
<p> 8 Price 251</p>
<p> 9 Promotion 297</p>
<p> 10 Distribution (place) 345</p>
<p> 11 Services marketing 385</p>
<p> 12 Electronic marketing 419</p>
<p> 13 International marketing 457</p>
<p> 14 Marketing planning, implementation and evaluation 493</p>
<p> Appendix Marketing plan 523</p>
Anderen die dit kochten, kochten ook
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Richard van Kray€ 22,99 -
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Yvo van Regteren Altena€ 24,99
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Jordi Bron€ 24,95
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Toni van Dam€ 23,99
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Wessel Berkman€ 27,95
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan