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    Anthony, R.
    Elements of Marketing [Текст] : third edition / R. Anthony. - London : DP Publications Ltd., 1993. - 435 с. - ISBN 1-85850-021-9 : Б. ц.
    Содержание:
Acknowledgements ii
Preface iii
The Fundamentals of Marketing
The marketing concept . - С .1
2. Marketing management . - С .7
3. Consumer and business to business marketing . - С .10
Questions for self-review; examination questions . - С .15
Market Research
4. Market research . - С .17
5. Market research questionnaires . - С .25
6. Sampling and the market research process . - С .29
Questions for self-review; examination questions . - С .35
Sales and Market Forecasting
7. Sales and market forecasting . - С .37
8. Quantitative forecasting techniques . - С .40
9. Qualitative forecasting techniques . - С .50
Questions for self-review; examination questions . - С .55
Consumer Behaviour
10. Consumer behaviour . - С .57
11. Behavioural determinants of demand . - С .67
12. Models of buying behaviour . - С .75
Questions for self-review; examination questions . - С .79
Industrial and Business to Business Buying
13. Buying behaviour in industrial and business tobusiness markets . - С .81
14. Marketing to multi-individual business buyingstructures . - С .87
Questions for self-review; examination questions . - С .94
Market Analysis
15. Market segmentation . - С .95
16. Consumer targeting, CACI and the ACORNgeodemographic systems . - С .105
Questions for self-review; examination questions . - С .114
The Marketing Mix
17. The marketing mix . - С .116
Questions for self-review; examination questions . - С .118
Products and Product Management
18. The product life cycle . - С .119
19. Product planning and development . - С .124
20. Brand management . - С .134
Questions for self-review; examination questions . - С .140
Pricing
21. Pricing determinants . - С .142
22. Prices and costs . - С .147
23. Pricing policy . - С .157
Questions for self-review; examination questions . - С .166
Place
24. Channels of distribution . - С .158
25. Physical distribution management and customerservice . - С .177
26. Direct marketing . - С .187
Questions for self-review; examination questions . - С .194
27. International marketing . - С .195
28. International marketing strategies . - С .204
Questions for self-review; examination questions . - С .210
Promotion
29. Marketing communications and the promotional mix . - С .212
Part One: advertising and techniques of sales promotion
30. Advertising media . - С .221
31. Advertising effectiveness . - С .226
32. Advertising expenditure . - С .237
33. Sales promotion techniques . - С .240
Questions for self-review; examination questions . - С .250
Part Two: personal selling and sales force management
34. Personal selling . - С .253
35. Salesforce management I . - С .259
36. Salesforce management II . - С .269
Questions for self-review; examination questions . - С .279
Marketing within the Organisation
37. Marketing and design . - С .281
38. Marketing and public relations . - С .285
39. Organising for marketing management . - С .290
40. Evaluating the marketing effort . - С .305
Questions for self-review; examination questions . - С .319
The Marketing of Services
41. The marketing of services . - С .320
42. Some case studies of the marketing of services . - С .332
Questions for self-review; examination questions . - С .340
Environmentalism and Green Marketing
43. Environmentalism and green marketing . - С .342
Questions for self-review . - С .351
Strategic Marketing Management and Planning
44. Marketing strategy: volume and cost . - С .353
45. Marketing strategy: differentiated,segment-specific, focus and niche strategies . - С .361
46. Marketing planning and strategy . - С .365
47. Operations management and marketing strategy . - С .385
48. Marketing strategy: financial services . - С .398
Questions for self-review; examination questions . - С .407
Appendix I Suggested outline answers to selectedexamination questions . - С .411
Appendix II Sample marketing assignments and projectsfor individuals and groups . - С .428
Appendix III Sample marketing assignments and projectsfor the nonprofit/public sector . - С .431
Index . - С .433
УДК

Кл.слова (ненормированные):
Ціноутворення -- Pricing -- Ценообразование -- Реклама -- Advertisement -- Реклама -- Дослідження ринку -- Market research -- Исследование рынка -- Маркетинг -- Marketing -- Маркетинг -- Споживач -- Consumer -- Потребитель
Аннотация: This book provides a broad and comprehensive introduction to the principal ideas and concepts of the theory and practice of marketing. Whilst the book will be of interest to anyone working in the field of marketing and sales, it will be of particular value to:
* professional students taking qualifying examinations of the Chartered Institute of Marketing, or equivalent examinations of other professional institutions that include the study of marketing within their syllabus
* post-experience students on DMS courses (etc) n undergraduate students on BABS courses, also B. Corn., B. Eng. etc
* BTEC students on Business and Finance Studies (etc). Higher Diploma and Higher Certificate courses; also SCOTVEC, Irish NCEA National Certificate/Diploma.
Notes on the third edition
The text has been thoroughly reviewed and updated. This third edition contains:
* a completely revised section on marketing strategy and planning
* a completely revised section on international marketing
* a new chapter on brand management
* a new chapter on operations management and marketing

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