Etzel, Michael J. Primary Author Stanton, William J. Additional Author Walker, Bruce J. Additional Author mixed material bibliography Boston McGraw-Hill 2001 en English

Printed Material

xxii, 674 p. : cases, photos, notes, refs., gloss. TABLE OF CONTENTS Part I The Field of Marketing 1. Overview of Marketing 2. The Dynamic Marketing Environment 3. Global Markets and Marketing Part II. Target Markets 4. Consumer Markets & Buying Behavior 5. Business Markets & Buying Behavior 6. Market Segmentation, Targeting and Positioning 7. Marketing Research and Market Information Part III. Product 8. Product Planning and Development 9. Product-Mix Strategies 10. Brands, Packaging, and Other Product Features 11. Services Marketing Part IV. Price 12. Price Determination Appendix A – Marketing Math 13. Pricing Strategyies Part V. Distribution 14. Channels of Distribution 15. Retailing 16. Wholesaling and Physical Distribution Part VI. Promotion 17. Integrated Marketing Communications 18. Personal Selling and Sales Management 19. Advertising, Sales Promotion, Public Relations and Direct Marketing Part VII. Managing the Marketing Effort 20. Marketing Strategy Planning 21. Marketing Implementation and Evaluation 22. Marketing and the Information Economy Appendix B Careers and Marketing Notes & References Photo Credits Glossary Indexes Marketing Segmentation Case Studies Marketing Strategy Careers Distribution Markets Positioning Products Promotion Prices Targeting BA 79 0073660310 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA 79 Etz 32106 General (General) BA 79 Etz download_%252817%2529.jpg.jpg 29985 2005-05-11 00:00:00 2020-02-27 11:33:23 machine generated