包邮市场营销学原理=PRINCIPLES OF MARKETING(第2版)

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作者：兰德尔

出版社：经济科学出版社

本类榜单：管理

所属丛书：英文原版系列教材

分类：管理 > 市场/营销 > 市场营销

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ISBN：7505839152
装帧：简裝本
册数：暂无
重量：暂无
开本：大16开
页数：310
出版时间：2004-03-01
条形码：9787505839151 ; 978-7-5058-3915-1

本书特色

This update second edition features: New sections on e-commerce,'new' marketing,marketing ethics,and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further A new design and clear layout Incorporation of learing objectives Additional web material at www.thomsonlearning.co.uk

内容简介

What is marketing in the 21st century really about ?
How do you analyse markets and competitors,position your brand,and buil a strategic marketing plan?
How do you apply marketing techniques to consumer ,industrial,services,and business-to-business market?
The answers to these quetions and more can be found in Principles of Marketing ,now in its second edition .This concise text offers a thoroughly readable,up-to-date analysis of marketing in practice .Using a wide selection of examples,Geoffrey Randall relates the central principles of marketing to the practice of management ,covering marketing informatin,research,segmentation,product markets,he shows how these elements can be drawn together in the development and imlementation of corporate strategy and explains the actual decisions that mangers have to make.

Figures in main text ix
Tables in main text xi
Preface xiii
1 Introcuction
2 Marketing strategy :delivering customer value
3 E-commerce and marketing
4 Understanding environments and markets
5 Understanding customers and consumers
6 Marketing information
7 Segmentation and targeting
8 differentiation and positioning
9 Product policy and branding
10 New product development
11 Pricing
12 Marketing communications
13 Personal selling
14 Distribution
15 Marketing of services
16 Business-to-business marketing
17 International marketing
18 Putting it all together-marketing planning
Bibiography
Index

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