简介
出版日期: 1995年9月23日
目录
An overview of marketing; the marketing environment; developing a global vision; consumer decision making; business-to-business marketing; segmenting and targeting markets; decision support systems and marketing research; customer value and quality; product concepts; developing and managing products; services and nonbusiness marketing; marketing channels and wholesaling; retailing; physical distribution management; promotion strategy and marketing communications; advertising and public relations; sales promotion and personal selling; pricing concepts; setting the right price; multicultural marketing in the United States; ethics and social responsibility; strategic planning and forecasting.
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