《营销管理 教程与案例 英文版》PDF下载

  • 购买积分:22 如何计算积分?
  • 作  者:(美)约翰·A.奎尔奇(John A.Quelch)等著
  • 出 版 社:沈阳:东北财经大学出版社;McGraw-Hill出版公司
  • 出版年份:1998
  • ISBN:781044459X
  • 页数:848 页
图书介绍:

PART 1 23

THE MARKEING MIX 23

Introduction 25

The Marketing Mix 25

Communications Policy 65

Communications Policy 65

A. Mass Communications 169

B. Personal Selling 169

Pricing Policy 169

Pricing Policy 169

Product Policy 237

Product Policy 237

Distribution Policy 315

Distribution Policy 315

PART 2: 389

THE MARKETING PROCESS 389

Marketing Research 391

Marketing Research 391

Marketing Strategy Formulation 485

Marketing Strategy formulation 485

Marketing Planning 591

Marketing Planning 591

Marketing Organization and Implementation 671

Marketing Organization and Implementation 671

CONCLUSION 731

APPENDIXES 795

INDEX 833