MARKETING REAL PEOPLE REAL DECISIONS FIRST EUROPEAN EDITION

SOLOMON M.R. MARSHALL G. STUART E. BARNES B. VINCENT-WAYNE M.

wydawnictwo: FINACIAL TIMES PRESS , rok wydania 2009, wydanie I

cena netto: ~~370.00~~ Twoja cena 351,50 zł + 5% vat - dodaj do koszyka

Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day. Marketing is about the flesh and blood people who need to make tough decisions about the best way to develop a new product, or about how to make a product so irresistible that it flies off store shelves. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.

Table of Contents

1 What is marketing?
2 Strategy and environment
3 Marketing research
4 Consumer behaviour
5 Business-to-business marketing
6 Segmentation, targeting, positioning and CRM
7 Creating the product
8 Managing the product
9 Services marketing
10 Pricing the product
11 Integrated marketing communications
12 Advertising, PR and sales
13 Retail and distribution

Appendix A: Sample marketing plan – The B&V Smoothie Company
Appendix B: Marketing maths

Kit/Package/ShrinkWrap

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

Wszelkie prawa zastrzeżone PROPRESS sp. z o.o. 2012-2022