基本信息出版社：Routledge
页码：232 页
出版日期：2006年06月
ISBN：0415380790
International Standard Book Number：0415380790
条形码：9780415380799
EAN：9780415380799
版本：1
装帧：平装
正文语种：英语
丛书名：Basics
外文书名：市场营销：基础

内容简介 在线阅读本书

A clear, concise resource for students or practitioners looking to improve their understanding of marketing fundamentals in a global context.
作者简介

Karl Moore is a Professor in Marketing Strategy at McGill University and an Associate Fellow at Templeton College, Oxford University. He was recently identified as being amongs a group of the ‘world’s greatest business thinkers’ in Business Strategy Review (Winter 2005).

Niketh Pareek is a journalist and management consultant. He specializes in developing business models, finance and marketing research.

目录

Introduction 1. What is Marketing Management? 2. Marketing as a Corporate Function 3. Product and Placement 4. Price 5. Promotion 6. People 7. Segmentation, Targeting and Positioning 8. Market Research - Seeking Deep Insight into the Customer's World and Mind 9. Global Marketing Glossary Index

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