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市場營銷學 版權(quán)信息
- ISBN:9787811229431
- 條形碼:9787811229431 ; 978-7-81122-943-1
- 裝幀:暫無
- 冊數(shù):暫無
- 重量:暫無
- 所屬分類:>>
市場營銷學 本書特色
《市場營銷學(第3版)》:高等院樣雙語教學適用教材,薩里經(jīng)濟管理英文教材。
市場營銷學 目錄
市場營銷學 節(jié)選
《市場營銷學(第3版)》是兩位國際知名營銷學者戴維·喬布爾和約翰·費伊成功合作的代表作,也是一本極其暢銷的教材!妒袌鰻I銷學(第3版)》講述市場營銷的基本知識和實踐,包含了大量有趣的例子和真實的實例。各章后面都提供了練習題,它們將幫助讀者更好地理解市場營銷學的概念,更熟練地掌握市場營銷的技術(shù)和方法!妒袌鰻I銷學(第3版)》既可作為MBA、市場營銷及相關(guān)專業(yè)本科生或研究生教材,也可供市場營銷實際工作者參考。
市場營銷學 相關(guān)資料
插圖:Products. Dell is no longer leading the market, and problems with its customer service levels mean that it is also struggling to deliver on the 'must bes' in the computer business. In 2006 and 2007, it failed to meet analysts' profit targets and its share price slipped. Evidence of how serious the problems are can be seen in the return of Michael Dell as chief executive in 2007. Delivering customer valueAs well as being a philosophy that puts the customer at the centre of the business, marketing is also a business function that encompasses the variety of activities that must be conducted in order to deliver customer value. These include conducting marketing research to understand customer needs and their behaviour, segmenting markets into submarkets to be targeted by the company, developing products and brands, and positioning these in the marketplace, making pricing decisions, deciding on a promo- tional mix, selling and distributing products, and marketing planning and management. These are the kinds of issues that will be introduced briefly in the next section on the marketing mix and will be the focus of later chapters in this book. Markets and marketing are constantly changing, and new methods of delivering value——-such as customer relationship management (CRM)——are being developed. These new techniques, along with issues of importance to the marketing profession such as marketing ethics, will also be discussed throughout this book.Marketing, therefore, is an exciting and multifaceted profession. Marketing managers are responsible for ensuring that the organization delivers value to customers; but in doing so they may avail themselves of the services of researchers, salespeople, commun- ication specialists, advertising agencies and retail specialists. The wide range of careers that fall within the rea
市場營銷學 作者簡介
戴維·喬布爾,國際知名營銷專家,英國布拉德福德大學市場營銷學教授,擔任多家市場營銷和銷售管理雜志的編委。他在曼徹斯特大學獲得經(jīng)濟學榮譽學士學位,在華威大學獲得碩士學位,在布拉德福德大學獲得博士學位。他還是英國研究質(zhì)量評估(RAE)小組的特別顧問,該RAE小組負責評定全英商學院和管理學院的研究成果。
約翰·費伊,國際知名學者和愛爾蘭前沿的營銷學思想家,愛爾蘭利莫瑞克大學市場營銷學教授。之前,他任教于都柏林大學圣三一學院。他在美國德州農(nóng)工大學獲得碩士學位,在圣三一學院獲得博士學位。他曾獲得多項主要的國際研究獎項,重點研究領域是營銷戰(zhàn)略、全球營銷、神經(jīng)營銷學。
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