Mastering marketing management
Başlık:
Mastering marketing management
ISBN:
9780333948972
Yazar:
Yayım Bilgisi:
New York : Palgrave, 2002.
Fiziksel Açıklamalar:
x, 334 s. : şkl. ; 24 cm.
Dizi Bildirim:
Palgrave master series
Genel Not:
Kaynakça var.
Part I: Introduction What is Marketing? Understanding the Organisation Understanding the Market Market Research Competition Part II: Product/Consumer Value Needs and Wants Understanding the Product Portfolios and Life Cycles Part III: Price/Cost Costs Value, Quality and Price Part IV: Promotion/Communications Advertising Image and Public Relations Part V: Place/Convenience Distribution Channels Understanding the Customer Relations Part VI: Conclusion Marketing Plans Appendix 1 The Major Aspects to Organisational Body Language Appendix 2 The Quality Gurus Appendix 3 Icelandair Company Profile (courtesy Icelandair)
Özet:
Part I: Introduction What is Marketing? Understanding the Organisation Understanding the Market Market Research Competition Part II: Product/Consumer Value Needs and Wants Understanding the Product Portfolios and Life Cycles Part III: Price/Cost Costs Value, Quality and Price Part IV: Promotion/Communications Advertising Image and Public Relations Part V: Place/Convenience Distribution Channels Understanding the Customer Relations Part VI: Conclusion Marketing Plans Appendix 1 The Major Aspects to Organisational Body Language Appendix 2 The Quality Gurus Appendix 3 Icelandair Company Profile (courtesy Icelandair)