简介
This is an introduction to marketing. Now in its 10th edition, each revision builds upon past innovations, creating a technologically advanced, student friendly, instructor supported text. This text devotes two chapters to technology issues. Part two "Managing Technology to Achieve Marketing Success" explores emerging e-commerce concepts and related issues and also includes an entire chapter devoted to the impact of technology and the Internet on relationship marketing.
目录
Table Of Contents:
Preface vii(8)
To the Student xv
PART 1 THE CONTEMPORARY MARKETING ENVIRONMENT 4(156)
CHAPTER 1 Developing Relationships through Customer Focus, Quality, Technology, and Ethical Behavior 4(40)
CHAPTER 2 Creating Value through Customer Satisfaction and Quality 44(34)
CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility 78(36)
CHAPTER 4 Global Dimensions of Marketing 114(46)
PART 2 MARKETING PLANNING, INFORMATION, AND SEGMENTATION 160(104)
CHAPTER 5 Marketing Planning and Forecasting 160(32)
CHAPTER 6 Developing a Marketing Plan 192(4)
CHAPTER 7 Marketing Research and Decision Support Systems 196(30)
CHAPTER 8 Market Segmentation, Targeting, and Positioning 226(38)
PART 3 BUYER BEHAVIOR AND RELATIONSHIP MARKETING 264(106)
CHAPTER 9 Consumer Behavior 264(30)
CHAPTER 10 Business-to-Business Marketing 294(36)
CHAPTER 11 Relationship Marketing 330(40)
PART 4 PRODUCT STRATEGY 370(92)
CHAPTER 12 Product Strategy 370(26)
CHAPTER 13 Brand Management and New-Product Planning 396(34)
CHAPTER 14 Marketing of Services 430(32)
PART 5 DISTRIBUTION STRATEGY 462(96)
CHAPTER 15 Distribution 462(34)
CHAPTER 16 Retailing 496(32)
CHAPTER 17 Logistics and Value Chain Management 528(30)
PART 6 PROMOTIONAL STRATEGY 558(128)
CHAPTER 18 Integrated Marketing Communications 558(42)
CHAPTER 19 Advertising, Sales Promotion, and Public Relations 600(44)
CHAPTER 20 Personal Selling and Sales Management 644(42)
PART 7 PRICING STRATEGY 686
CHAPTER 21 Price Determination 686(30)
CHAPTER 22 Managing the Pricing Function 716
Careers in Marketing A-1
Notes N-1
Glossary G-1
Solutions S-1
Credits C-1
Indexes I-1
Preface vii(8)
To the Student xv
PART 1 THE CONTEMPORARY MARKETING ENVIRONMENT 4(156)
CHAPTER 1 Developing Relationships through Customer Focus, Quality, Technology, and Ethical Behavior 4(40)
CHAPTER 2 Creating Value through Customer Satisfaction and Quality 44(34)
CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility 78(36)
CHAPTER 4 Global Dimensions of Marketing 114(46)
PART 2 MARKETING PLANNING, INFORMATION, AND SEGMENTATION 160(104)
CHAPTER 5 Marketing Planning and Forecasting 160(32)
CHAPTER 6 Developing a Marketing Plan 192(4)
CHAPTER 7 Marketing Research and Decision Support Systems 196(30)
CHAPTER 8 Market Segmentation, Targeting, and Positioning 226(38)
PART 3 BUYER BEHAVIOR AND RELATIONSHIP MARKETING 264(106)
CHAPTER 9 Consumer Behavior 264(30)
CHAPTER 10 Business-to-Business Marketing 294(36)
CHAPTER 11 Relationship Marketing 330(40)
PART 4 PRODUCT STRATEGY 370(92)
CHAPTER 12 Product Strategy 370(26)
CHAPTER 13 Brand Management and New-Product Planning 396(34)
CHAPTER 14 Marketing of Services 430(32)
PART 5 DISTRIBUTION STRATEGY 462(96)
CHAPTER 15 Distribution 462(34)
CHAPTER 16 Retailing 496(32)
CHAPTER 17 Logistics and Value Chain Management 528(30)
PART 6 PROMOTIONAL STRATEGY 558(128)
CHAPTER 18 Integrated Marketing Communications 558(42)
CHAPTER 19 Advertising, Sales Promotion, and Public Relations 600(44)
CHAPTER 20 Personal Selling and Sales Management 644(42)
PART 7 PRICING STRATEGY 686
CHAPTER 21 Price Determination 686(30)
CHAPTER 22 Managing the Pricing Function 716
Careers in Marketing A-1
Notes N-1
Glossary G-1
Solutions S-1
Credits C-1
Indexes I-1
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