소장자료
LDR | 01911cam a2200277 a 4500 | ||
001 | 0091873516▲ | ||
005 | 20180519212317▲ | ||
008 | 110624s2011 enka b 001 0 eng d▲ | ||
010 | ▼a2010002512▲ | ||
020 | ▼a9780415553469 (hardback)▲ | ||
020 | ▼a9780415553476 (paperback.)▲ | ||
035 | ▼a(KERIS)BIB000012246289▲ | ||
040 | ▼a211052▼c211052▼d211052▼d221016▲ | ||
050 | 0 | 0 | ▼aHF5415.13▼b.L335 2010▲ |
082 | 0 | 0 | ▼a658.8▼221▲ |
090 | ▼a658.8▼bL244e▲ | ||
100 | 1 | ▼aLancaster, Geoffrey,▼d1938-▲ | |
245 | 1 | 0 | ▼aEssentials of marketing management /▼cGeoff Lancaster and Lester Massingham.▲ |
260 | ▼aAbingdon ;▼aNew York :▼bRoutledge,▼c2011.▲ | ||
300 | ▼axxv, 524 p. :▼bill. (some col.) ;▼c25 cm.▲ | ||
504 | ▼aIncludes bibliographical references and index.▲ | ||
505 | 0 | 0 | ▼tDevelopment of a strategic approach to marketing --▼tMarkets and customers : consumer and organizational buyer behaviour and marketing strategy --▼tMarkets and customers : market boundaries; target marketing --▼tProduct and innovation strategies --▼tPricing strategies --▼tChannels of distribution and logistics --▼tCommunications --▼tSelling --▼tCustomer care and relationship marketing --▼tDirect marketing --▼tSales forecasting --▼tMarketing information systems and research --▼tAnalyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) --▼tEvaluating and controlling strategic marketing --▼tStrategic marketing planning tools --▼tGlobal marketing --▼tServices marketing and not-for-profit marketing.▲ |
520 | 0 | ▼aThe overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. This title covers such topics as: consumer and organizational buyer behaviour; product and innovation strategies; direct marketing; and, e-marketing.▲ | |
650 | 0 | ▼aMarketing▼xManagement.▲ | |
700 | 1 | ▼aMassingham, Lester.▲ | |
999 | ▼c정영주▲ |
Essentials of marketing management
자료유형
국외단행본
서명/책임사항
Essentials of marketing management / Geoff Lancaster and Lester Massingham.
발행사항
Abingdon ; New York : Routledge , 2011.
형태사항
xxv, 524 p. : ill. (some col.) ; 25 cm.
서지주기
Includes bibliographical references and index.
내용주기
Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing.
요약주기
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. This title covers such topics as: consumer and organizational buyer behaviour; product and innovation strategies; direct marketing; and, e-marketing.
ISBN
9780415553469 (hardback) 9780415553476 (paperback.)
청구기호
658.8 L244e
소장정보
예도서예약
서서가에없는책 신고
보보존서고신청
캠캠퍼스대출
우우선정리신청
배자료배달신청
문문자발송
출청구기호출력
학소장학술지 원문서비스
등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 서비스 |
---|
북토크
자유롭게 책을 읽고
느낀점을 적어주세요
글쓰기
느낀점을 적어주세요
청구기호 브라우징
관련 인기대출 도서