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 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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  • (BQ) Part 1 book "Principles of marketing" has contents: Analyzing the marketing environment, managing marketing information to gain customer insights, consumer markets and buyer behavior, business markets and business buyer behavior,...and other contents.

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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 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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  • Principles of marketing: Chapter 2 – Marketing environment introductions The Marketing Environment, The Company’s Micro-Environment, Responding To The Marketing Environment.

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  • Principles of marketing: Chapter 3 - Strategic and Marketing Planning presents The Marketing Mix, The Boston Consulting Group Matrix, The BCG Matrix, Product/Market Expansion Grid, Components of the Marketing Plan.

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  • Principles of marketing: Chapter 4 - Buyer behavior analysis includes Reason to analyze buyer behavior? Cultural Factors, Personal/Demographic Factors, Stages in the Family Life Cycle.

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  • Principles of marketing: Chapter 1 - Introduction to Marketing is Marketing, more than any other business function, deals with customers; understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice.

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  • (BQ) Part 1 book "Principles of marketing" has contents: Defining marketing and the marketing process; company and marketing strategy- partnering to build customer relationships, company and marketing strategy - Partnering to build customer relationships, designing a customer driven strategy and mix.

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  • (BQ) Part 2 book "Principles of marketing" has contents: Retailing and wholesaling, advertising and public relations, personal selling and sales promotion, creating competitive advantage, the global marketplace, direct and online marketing - building direct customer relationships,...and other contents.

    pdf374p bautroibinhyen21 14-03-2017 6 1   Download

  • (BQ) Part 2 book "Principles of marketing" has contents: Retailing and wholesaling, engaging customers and communicating customer value, advertising and public relations, personal selling and sales promotion, creating competitive advantage, the global marketplace, social responsibility and ethics,...and other contents.

    pdf386p bautroibinhyen22 22-03-2017 1 1   Download

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