Principles of marketing

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  • Những nguyên lý tiếp thị (Principles of marketing) gồm 12 chương trình bày về tiếp thị trong thế giới đổi thay, hoạch định chiến lược và tiến trình tiếp thị, môi trường tiếp thị, các hệ thống thông tin và điều nghiên tiếp thị, thị trường tiêu dùng và hành vi mua của người tiêu thụ, thị trường doanh nghiệp và hành vi mua của tổ chức, đo lường và tiên liệu nhu cầu, phân khúc; xác định trọng điểm và vị trí trong thị trường để có được lợi thế cành tranh.

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  • Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition has changed to reflect marketing’s ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce.

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  • Lecture Principles of Marketing - Chapter 8 presents the following content: New-product development strategy, new-product development process, managing new-product development, product life-cycle strategies, additional product and service considerations.

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  • Lecture Principles of Marketing - Chapter 10 explain why companies use distribution channels and discuss the functions these channels perform, discuss how channel members interact and how they organize to perform the work of the channel, identify the major channel alternatives open to a company, explain how companies select, motivate, and evaluate channel members.

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  • Lecture Principles of Marketing - Chapter 6 presents the following content: Business markets, business buyer behavior, the business buying process, E-procurement: buying on the internet, institutional and government markets.

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  • Lecture Principles of Marketing - Chapter 7: Customer-driven Marketing strategy presents the following content: Customer-driven Marketing strategy, market segmentation, market targeting, differentiation and positioning.

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  • Lecture Principles of Marketing - Chapter 8 presents the product, services, and brands: Building customer value. After studying this chapter you will be able to understand: What is a product? Product and services decisions, services marketing, branding strategy: building strong brands.

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  • Lecture Principles of Marketing - Chapter 10: Understanding and capturing customer value presents the following content: What is a price? Major pricing strategies, other internal and external considerations affecting price decisions.

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  • Lecture Principles of Marketing - Chapter 11 presents the following content: New-product pricing strategies, product mix pricing strategies, price adjustment strategies, price changes, public policy and marketing.

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  • Lecture Principles of Marketing - Chapter 13 presents the retailing and wholesaling. After studying chapter 13, you will be able to understand: Retailing, retailer marketing decisions, retailing trends and developments, wholesaling.

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  • Lecture Principles of Marketing - Chapter 16 presents the personal selling and sales promotion. The main contents of this chapter include all of the following: Personal selling, managing the sales force, the personal selling process, sales promotion.

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  • Lecture Principles of Marketing - Chapter 18: Creating competitive advantage include all of the following contents: Competitor analysis, competitive strategies, balancing customer and competitor orientations. Inviting you refer.

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  • Chapter 16 identify the major social criticisms of marketing, define consumerism and environmentalism and explain how they affect marketing strategies, describe the principles of socially responsible marketing, explain the role of ethics in marketing.

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  • In this chapter you will learn: Supply chains and the value delivery network, the nature and importance of marketing channels, channel behavior and organization, channel design decisions, channel management decisions, marketing logistics and supply chain management.

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  • This chapter presents the following content: Sustainable marketing, social criticisms of marketing, consumer actions to promote sustainable marketing, business actions toward sustainable marketing, marketing ethics, the sustainable company.

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  • Markets are changing fast. New markets are emerging, trading blocks are extending and communications channels about products and selling them are changing at a revolutionary pace. The signs of this change are everywhere in this text. Many people will use Principles of Marketing alongside its associated CDROM, Interactive Marketing. An increasing number of references are now Website addresses that anyone can access from their PC. Yet amid this turmoil some issues remain the same.

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  • Changes in regional economic environment, progress of science & technology, and socio-political changes will all cause the local feature under the perspective of Marketing Places to be affected. A place is a modern country, a geographical & political space in physical terms.

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  • Specialized Features to Enhance Your Learning..New coverage in every chapter of the fourteenth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent Great Recession. Throughout the fourteenth edition, you will find revised coverage of the rapidly changing nature of customer relationships and new material on such topics as customer-managed relationships, crowdsourcing, social networking, and consumer-generated marketing.

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  • Chapter 15 discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; explain how companies adapt their marketing mixes for international markets; identify the three major forms of international marketing organization.

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  • In this chapter you will learn: What is Marketing? Understand the marketplace and customer needs, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, the changing marketing landscape.

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