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KERIN, Roger A.

Marketing : the core / Roger A. Kerin, Steven W. Hartley, William Rudelius. -- 2nd ed. -- Boston : McGraw-Hill, 2007. -- 425 p. : illustration, maps. -- Content: Part One Initiating the Marketing Process -- Chapter 1 Creating Customer Relationships and Value through Marketing -- Chapter 2 Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan -- Chapter 3 Understand the Marketing Environment, Ethical Behavior, and Social Responsibility -- Part Two Understanding Buyers and Markets -- Chapter 4 Understanding Consumer Behavior -- Chapter 5 Understanding Organizations as Customers -- Chapter 6 Understanding and Reaching Global Consumers and Markets -- Part Three Targeting Marketing Opportunities -- Chapter 7 Marketing Research: From Customer Insights to Actions -- Chapter 8 Market Segmentation, Targeting, and Positioning -- Part Four Satisfying Marketing Opportunities -- Chapter 9 Developing New Products and Services -- Chapter 10 Managing Successful Products, Services, and Brands -- Chapter 11 Pricing Products and Services -- Chapter 12 Managing Marketing Channels and Supply Chains -- Chapter 13 Retailing and Wholesaling -- Chapter 14 Integrated Marketing Communications and Direct Marketing -- Chapter 15 Advertising, Sales Promotion, and Public Relations -- Chapter 16 Using Social Media to Connect with Consumers -- Chapter 17 Personal Selling and Sales Management -- Chapter 18 Implementing Interactive and Multichannel Marketing -- Appendix B: Planning a Career in Marketing. -- ISBN 0-07-299989-6


Economics

Marketing

6904 E 082 Library
6905 E 083 Library
6906 E 084 Library
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Lokace Signatura Přírůstkové číslo Stav Kde
Library E 082 6904 Dostupné
Library E 083 6905 Dostupné
Library E 084 6906 Dostupné
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