자료유형  

 단행본

International Standard Book Number  

9780749466770 (electronic bk.)

International Standard Book Number  

0749466774 (electronic bk.)

International Standard Book Number  

9780749466763

International Standard Book Number  

0749466766

Library of Congress Call Number  

HF5415-.M37953 2013eb

Dewey Decimal Classification Number  

658.8-23

Main Entry-Personal Name  

McDonald, Malcolm.

Edition Statement  

1st ed.

Publication, Distribution, etc. (Imprint  

Philadelphia, PA : Kogan Page Ltd, 2013

Physical Description  

1 online resource (xiv, 322 pages) : illustrations

Formatted Contents Note  

완전내용Understanding the basics of marketing -- The discipline of marketing -- A market orientation -- The marketing mix -- Customer retention strategies -- Marketing and ethics -- Marketing : concept, function or process? -- World-class marketing -- Different types of marketing -- Marketing consumer products -- Marketing industrial products -- Marketing service products -- Marketing high-tech products -- Marketing capital goods -- Trade marketing -- Category management -- Relationship marketing -- International and global marketing -- Marketing in the digital age -- Internet marketing -- Social media marketing -- Mobile marketing -- Databases for marketing -- Understanding customers -- Consumer buying behaviour -- Organizational buying behaviour -- Market segmentation -- International market segmentation -- Analysing markets -- Marketing information and research -- Preparing a marketing research brief -- Auditing a market -- Constructing a swot -- Competitor analysis -- The boston matrix -- The directional policy matrix -- The ansoff matrix -- Managing the marketing mix -- Branding -- The product life cycle -- Diffusion of innovation -- Developing new products -- Pricing strategies -- Setting a price -- Sales promotion -- Advertising -- Public relations -- Sponsorship -- Personal selling -- Managing the sales team -- Key account management -- Implementing key account management -- Channel strategy -- Channel management -- Customer service strategies -- Multi-channel integration -- Integrated marketing communication and distribution channels -- Planning and control -- Forecasting sales.

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Distribution.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Marketing General.

Subject Added Entry-Topical Term  

Marketing.

Added Entry-Personal Name  

Meldrum, Mike.

Additional Physical Form Entry  

Print versionMcDonald, Malcolm. Complete marketer. 1st ed. Philadelphia, PA : Kogan Page Ltd, 2013 9780749466763 (DLC) 2012046365 (OCoLC)809028637

Electronic Location and Access  

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Control Number  

joongbu:428869