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Essentials of marketing : a marketing strategy planning approach / 17th ed

Essentials of marketing : a marketing strategy planning approach / 17th ed

자료유형
단행본
개인저자
Perreault, William D., Jr., author. Cannon, Joseph P., (Assistant professor of marketing), author. McCarthy, E. Jerome (Edmund Jerome), author.
서명 / 저자사항
Essentials of marketing : a marketing strategy planning approach / William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy.
판사항
17th ed.
발행사항
New York :   McGraw-Hill,   c2021.  
형태사항
xxxii, 768 p. : col. ill. ; 28 cm.
ISBN
9781260570915
서지주기
Includes bibliographical references and indexes.
일반주제명
Marketing.
000 00000nam u2200205 a 4500
001 000046091697
005 20210909091720
008 210908s2021 nyua b 001 0 eng d
020 ▼a 9781260570915
040 ▼a 211009 ▼c 211009 ▼d 211009
082 0 4 ▼a 658.8 ▼2 23
084 ▼a 658.8 ▼2 DDCK
090 ▼a 658.8 ▼b P455e17
100 1 ▼a Perreault, William D., ▼c Jr., ▼e author.
245 1 0 ▼a Essentials of marketing : ▼b a marketing strategy planning approach / ▼c William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy.
250 ▼a 17th ed.
260 ▼a New York : ▼b McGraw-Hill, ▼c c2021.
300 ▼a xxxii, 768 p. : ▼b col. ill. ; ▼c 28 cm.
504 ▼a Includes bibliographical references and indexes.
650 0 ▼a Marketing.
700 1 ▼a Cannon, Joseph P., ▼c (Assistant professor of marketing), ▼e author.
700 1 ▼a McCarthy, E. Jerome ▼q (Edmund Jerome), ▼e author.
945 ▼a KLPA

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/지정도서실/지정 청구기호 658.8 P455e17 등록번호 111852963 도서상태 지정도서 반납예정일 예약 서비스 M

컨텐츠정보

목차

Chapter One: Marketing''s Value to Consumers, Firms, and Society
Chapter Two: Marketing Strategy Planning
Chapter Three: Evaluating Opportunities in the Changing Market Environment
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning
Chapter Five: Final Consumers and Their Buying Behavior
Chapter Six: Business and Organizational Customers and Their Buying Behavior
Chapter Seven: Improving Decisions with Marketing Information
Chapter Eight: Elements of Product Planning for Goods and Services
Chapter Nine: Product Management and New-Product Development
Chapter Ten: Place and Development of Channel Systems
Chapter Eleven: Distribution Customer Service and Logistics
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning
Chapter Thirteen: Promotion-Introduction to Integrated Marketing Communications
Chapter Fourteen: Personal Selling and Customer Service
Chapter Fifteen: Advertising and Sales Promotion
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter Seventeen: Pricing Objectives and Policies
Chapter Eighteen: Price Setting in the Business World
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

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