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Contenido

   INDICE: BRIEF CONTENTSPREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE16. Pricing PART SEVEN: PROMOTION17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE20. Managing marketing channels GLOSSARYSUBJECT INDEXINDEX OF COMPANIES.

Detalles del artículo

• Páginas : 954
• Editorial : FINANCIAL TIMES PRENTICE-HALL
• Idioma : Inglés
• Fecha de Publicación : 01/05/2005
• ISBN: 9780273684565
• Encuadernación : Rústica
• Nº Volúmenes : 1
• Nº Edición : 5
• País de Publicación : Reino Unido (INGLATERRA)