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1.
65.050.9.24
L-44


    W., G.
    Fundamentals of Marketing [Текст] / G. W., N. Kyritsis. - Cheltenham : Stanley Thornes, 1990. - 276 с. - ISBN 0-7487-0388-8 : Б. ц.
    Содержание:
General study and exam tips xiii
I General study tips. 2 Improving the quality of yourwork. 3 Examination tips. 4 Studying with this text
Marketing . - С .1
Introduction. I Historical development. 2 Themarketing function. 3 Marketing - concept anddefinition.
4 Marketing and society. Summary. Study and exam tips.
Self assessment questions. Examination questions
2 Markets, products and services . - С .31
I Markets. 2 Products and services. 3 Marketsegmentation. Study and exam tips. Self assessmentquestions. Bringing it together (specimen answer).
Examination questions
3 Marketing research . - С .69
I Defining marketing research. 2 Marketing researchinformation. 3 Conducting marketing research surveys.
Conclusion. Study and exam tips. Self assessmentquestions. Examination questions
4 Product policy . - С .88
Supplies, changes and evaluation of proposed changes.
2 New product development. 3 Pack, packaging andbranding. Study and exam tips. Self assessmentquestions. Examination questions. Suggested answer toquestion3
5 Pricing . - С .114
I Defining pricing and price. 2 Pricing objectives.
3 Major influences on pricing. 4 Pricing policies. 5
Credit.
6 Discounts. 7 Some additional pricing terminology.
8 Determining a price structure. Study and exam tips.
Self assessment questions. Examination questions
6 Distribution policy . - С .138
Introduction. I Defining distribution. 2 Keyingredients of distribution. 3 Direct marketing. 4
Selection of distribution channels. 5 Distributionstrategies.
Conclusion. Study and exam tips. Self assessmentquestions. Examination questions
7 Personal selling . - С .168
I Role of the sales manager. 2 Role of salespeople.
3 Recruitment, selection and training. A personal note.
Study and exam tips. Self assessment questions.
Examination questions
8 The promotion mix . - С .194
I Advertising. 2 Sales promotions and merchandising.
3 Public relations. 4 Personal selling. 5 Establishing
the size of the advertising budget/appropriation. 6
Role of advertising in society. 7 Promotions mix andplan. Study and exam tips. Self assessment questions.
Specimen answer. Examination questions
9 International marketing . - С .234
I Reasons for marketing abroad. 2 Evaluating anoverseas market. 3 Differences between exporting,export marketing and international business. 4 Methods
of entering overseas markets. Checklist for companies
considering trading overseas. Study and exam tips.
Self assessment questions. Examination questions
10 The marketing plan . - С .255
I Contents of the plan. 2 The advantages of planning.
3 Assumptions. 4 Objectives, strategies and tactics.
5 The Marketing Plan. Study and exam tips. Selfassessment questions. Examination questions
Answers to self assessment questions . - С .267
Index . - С .269
УДК

Кл.слова (ненормированные):
Дослідження ринку -- Market research -- Исследование рынка -- Маркетинг -- Marketing -- Маркетинг -- Ціноутворення -- Pricing -- Ценообразование -- Реклама -- Advertisement -- Реклама -- Відносини міжнародні -- International relations -- Отношения международные
Аннотация: Logically and efficiently organised, and designed for students with no previous knowledge of the subject, this immensely readable textbook provides a comprehensive introduction to marketing fundamentals.
Moving from the basic principles of markets, products, and the marketing function, to a demonstration of how to prepare a full marketingplan, the book covers all the major areas of which the marketer needs knowledge. It is an essential textbook for all those who want to succeed in marketing.


Доп.точки доступа:
Kyritsis, N.
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2.
65.050.9.24
L-44


    Kyritsis, N.
    Marketing in Practice [Текст] / G. W., N. Kyritsis. - Cheltenham : Stanley Thornes, 1990. - 242 с. - ISBN 0-7487-0512-0 : Б. ц.
    Содержание:
Note to students vi
General study and exam tips vii
I General study tips. 2 Improving the quality of yourwork. 3 Examination techniques. 4 Studying with thistext
Preparing for Marketing in Practice xiv
PART I THE INFORMATION INPUT
Introducing research . - С .3
Marketing research Data and information Primaryand secondary data sources Research procedure
Study and exam tips Self assessment questions
Appendix to
ChapterI
2 Research methodology . - С .13
Defining the objectives of the research Defining the
target market' Sampling Census Pilot surveys
Obtaining data from respondents Types of marketingresearch questions Questionnaire design Collating,analysis and reporting Study and exam tips Pastexamination questions Suggested answer to Question2
3 Continuous and motivation research . - С .36
Continuous research Motivation research Study andexam tips Past examination questions Suggestedanswer to Question 4 Self assessment questions
Mini case study Suggested answer to mini case study
PART 2 THE PROMOTIONAL OUTPUT
Advertising . - С .53
Advertising in the promotional mix The role ofadvertising within the marketing mix Advertisingmedia Direct mail and consumer location systems
Advertising media developments Media selectioncriteria Advertising planning Advertising research
Study and exam tips Self assessment questions
Past examination questions Suggested answer to
Question2
5 Advertising agencies . - С .77
Reasons for using specialist organisations Theorigins of the advertising agency Organisation of atypical advertising agency Evaluation, selection andbriefing of agencies Advertising agency remuneration
Advertising
Code of Practice Study and exam tips Selfassessment questions Past examination questions
6 Sales promotions, merchandising and . - 90public relations
Introduction to sales promotions Communication tasksperformed by sales p• Popular salespromotions techniques• Sales promotions Code of
Practice Merchandising Public relations (PR)
Public relations techniques Study and exam tips
Past examination questions Self assessment questions
7 Sales management and personal selling . - С .116
Introduction Selling benefits Personal selling asan element of the communication mix Role of thesales manager Tasks of the sales manager The orderprocess Sales planning Sales force communications
Recruitment, selection, training and motivation ofsales staff Study and exam tips Past examinationquestions Suggested answer to Question 5 Selfassessment questions
8 Promotional planning . - С .141
The promotional plan Identification of constraints
Definition of target market Nature of appeals to bemade Promotional objectives Promotional mixnecessary to achieve objectives• Allocation of thepromotional budget• Report writing• Mini case study:
The Chemicon Group Suggested answer to case study
Mini case study 2:
Greenash School Suggested answer to case study 2
PART 3 MARKET PLANNING
9 Sales forecasting and test marketing . - С .159
Sales forecasting Use of sales forecasts
Forecasting techniques Qualitative techniques
Quantitative techniques Test marketing Study andexam tips Selfassessment questions• Pastexamination questions• Mini case study: Joy Chewing
Gum
10 The marketing plan . - С .180
Introduction Development of a marketing plan Minicase study: Firndale Toys The written plan
Contents of a marketing plan Contribution andbreak-even analysis Business portfolio matrix
growth share matrix) Definition and scope ofcontrol Summary Study and exam tips
Self-assessment questions Past examination questions
PART 4 INTERNATIONAL MARKETING
11 International marketing . - С .213
Comparison of domestic and international marketing
Entering international markets Investigatinginternational markets Direct and indirect methods ofentering overseas markets organisational implications of international expansion Study andexam tips Selfassessment questions Pastexamination questions Suggested answer to thespecimen question Mini case study: Wheelers Cars Ltd
Answers to self assessment questions . - С .237
Index . - С .240
УДК

Кл.слова (ненормированные):
Маркетинг -- Marketing -- Маркетинг -- Реклама -- Advertisement -- Реклама -- Відносини міжнародні -- International relations -- Отношения международные
Аннотация: Covering all aspects of marketing needed by the business person, this essential new book provides the perfect introduction to the practical application of marketing theory.

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