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Marketing: A Global Perspective

Paperback Engels 2013 9781408064900
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Samenvatting

Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice.

The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies’ customer-focused strategies.

This attractively-illustrated, full-colour edition includes a range of case vignettes assessing small and medium-sized enterprises and large global corporations such as L’Oréal, Philips and Google, encompassing the entire field of marketing, including services marketing, B2B and green marketing.

Specificaties

ISBN13:9781408064900
Taal:Engels
Bindwijze:paperback
Aantal pagina's:776
Uitgever:Cengage Learning
Hoofdrubriek:

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Inhoudsopgave

PART 1 INSIGHT INTO MARKETING
1 What is marketing?
2 Strategy development and marketing planning
3 The marketing environment
PART 2 ANALYZING THE MARKET
4 Buying behaviour
5 Marketing research and marketing information
6 Market segmentation and positioning
PART 3 PRODUCT DECISIONS
7 Product strategy and services marketing
8 New product development
PART 4 PROMOTION DECISIONS
9 Marketing communication strategies
10 Advertising
11 Sales management
PART 5 PRICING DECISIONS
12 Pricing strategies and price determination
PART 6 DISTRIBUTION DECISIONS
13 Distribution
14 Retailing
15 Global marketing

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        Marketing: A Global Perspective