| Titre : |
Basic marketing : the global-managerial approach |
| Type de document : |
texte imprimé |
| Auteurs : |
Stanley J. Shapiro, Auteur ; E. Jerome [Edmund Jerome] McCarthy, Auteur ; William D. Perreault, Auteur |
| Mention d'édition : |
14e éd |
| Editeur : |
New York [États-Unis] : McGraw-Hill Irwin |
| Année de publication : |
c2002 |
| Collection : |
McGraw-Hill/Irwin series in marketing |
| Importance : |
xxxii, 815 [28] p. |
| Présentation : |
ill. en coul., cartes |
| Format : |
28 cm. |
| Accompagnement : |
1 disque optique d'ordinateur (4-3/4 pouce) |
| ISBN/ISSN/EAN : |
978-0-07-240947-5 |
| Note générale : |
1re éd. à 7e éd., préparées par E. Jerome McCarthy.
Notes bibiliographiqyes (p. 754-810) et indexes.
Exigences de système pour la disque optique d'ordinateur en annexe: Windows 95 ou plus, processeur Pentium ou plus |
| Langues : |
Anglais (eng) |
| Catégories : |
Marketing -- Cas, Études de ; Marketing -- Gestion ; Marketing -- Guides pratiques et mémentos ; Marketing -- Problèmes et exercices
|
| Index. décimale : |
658.8 |
| Note de contenu : |
Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Demographic dimensions of global consumer markets -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Distribution customer service and logistics -- Retailers, wholesalers, and their strategy planning -- Promotion, introduction to integrated marketing communities -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Implementing and controlling marketing plans, evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world, appraisal and challenges -- Appendixes: Economics fundamentals; Marketing arithmetic; Career planning in marketing
A variety of multi-media instructional aids, including a Web site, are available to support the text. |
Basic marketing : the global-managerial approach [texte imprimé] / Stanley J. Shapiro, Auteur ; E. Jerome [Edmund Jerome] McCarthy, Auteur ; William D. Perreault, Auteur . - 14e éd . - New York (États-Unis) : McGraw-Hill Irwin, c2002 . - xxxii, 815 [28] p. : ill. en coul., cartes ; 28 cm. + 1 disque optique d'ordinateur (4-3/4 pouce). - ( McGraw-Hill/Irwin series in marketing) . ISBN : 978-0-07-240947-5 1re éd. à 7e éd., préparées par E. Jerome McCarthy.
Notes bibiliographiqyes (p. 754-810) et indexes.
Exigences de système pour la disque optique d'ordinateur en annexe: Windows 95 ou plus, processeur Pentium ou plus Langues : Anglais ( eng)
| Catégories : |
Marketing -- Cas, Études de ; Marketing -- Gestion ; Marketing -- Guides pratiques et mémentos ; Marketing -- Problèmes et exercices
|
| Index. décimale : |
658.8 |
| Note de contenu : |
Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Demographic dimensions of global consumer markets -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Distribution customer service and logistics -- Retailers, wholesalers, and their strategy planning -- Promotion, introduction to integrated marketing communities -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Implementing and controlling marketing plans, evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world, appraisal and challenges -- Appendixes: Economics fundamentals; Marketing arithmetic; Career planning in marketing
A variety of multi-media instructional aids, including a Web site, are available to support the text. |
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