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KERIN, Roger A.

Marketing : Fourteenth Edition. -- 14th edition. -- New York : McGraw-Hill Education, 2019. -- 734 pages : illustrated ; 28 cm. -- Content: Part 1: Initiating the Marketing Process -- Chapter 1: Creating Customer Relationships and Value through Marketing Chapter -- 2: Developing Successful Organizational and Marketing Strategies Appendix A: Building an Effective Marketing Plan -- Chapter 3: Scanning the Marketing Environment -- Chapter 4: Ethical and Social Responsibility for Sustainable Marketing -- Part 2: Understanding Buyers and Markets -- Chapter 5: Understanding Consumer Behavior -- Chapter 6: Understanding Organizations as Customers -- Chapter 7: Understanding and Reaching Global Consumers and Markets -- Part 3: Targeting Marketing Opportunities -- Chapter 8: Marketing Research: From Customer Insights to Actions -- Chapter 9: Market Segmentation, Targeting, and Positioning -- Part 4: Satisfying Marketing Opportunities -- Chapter 10: Developing New Products and Services -- Chapter 11: Managing Successful Products, Services, and Brands -- Chapter 12: Services Marketing -- Chapter 13: Building the Price Foundation -- Chapter 14: Arriving at the Final Price Appendix B: Financial Aspects of Marketing -- Chapter 15: Managing Marketing Channels and Supply Chains -- Chapter 16: Retailing and Wholesaling -- Chapter 17: Integrated Marketing Communications and Direct Marketing -- Chapter 18: Advertising, Sales Promotion, and Public Relations -- Chapter 19: Using Social Media and Mobile Marketing to Connect with Consumers -- Chapter 20: Personal Selling and Sales Management -- Part 5: Managing the Marketing Process -- Chapter 21: Implementing Interactive and Multi-channel MarketingChapter -- 22: Pulling It All Together: The Strategic Marketing Process. -- ISBN 978-1-260-09211-0


Economics

Marketing

14315 M 314 Anton,M. - Marketing
14316 M 315 Anton,M. - Marketing
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Lokace Signatura Přírůstkové číslo Stav Kde
Anton,M. - Marketing M 314 14315 Pouze prezenčně
Anton,M. - Marketing M 315 14316 Dostupné
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Anton,M. - Marketing 2 0 1 1

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