Marketing: A Global Perspective
Cengage Learning EMEA (Verlag)
978-1-4080-6490-0 (ISBN)
Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice.
The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies’ customer-focused strategies.
This attractively-illustrated, full-colour edition includes a range of case vignettes assessing small and medium-sized enterprises and large global corporations such as L’Oréal, Philips and Google, encompassing the entire field of marketing, including services marketing, B2B and green marketing.
Dr Bronis Verhage is Professor of Marketing at Georgia State University’s Robinson College of Business in Atlanta, USA. A Dutch national and an American resident, Bronis has taught in the United Arab Emirates and at European business schools. He has published numerous articles on marketing in leading academic journals including the International Journal of Research in Marketing and Journal of the Academy of Marketing Science.
PART 1 INSIGHT INTO MARKETING
1 What is marketing?
2 Strategy development and marketing planning
3 The marketing environment
PART 2 ANALYZING THE MARKET
4 Buying behaviour
5 Marketing research and marketing information
6 Market segmentation and positioning
PART 3 PRODUCT DECISIONS
7 Product strategy and services marketing
8 New product development
PART 4 PROMOTION DECISIONS
9 Marketing communication strategies
10 Advertising
11 Sales management
PART 5 PRICING DECISIONS
12 Pricing strategies and price determination
PART 6 DISTRIBUTION DECISIONS
13 Distribution
14 Retailing
15 Global marketing
| Erscheint lt. Verlag | 30.9.2013 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 190 x 246 mm |
| Gewicht | 1190 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Volkswirtschaftslehre ► Makroökonomie | |
| ISBN-10 | 1-4080-6490-1 / 1408064901 |
| ISBN-13 | 978-1-4080-6490-0 / 9781408064900 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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