Marketing

Essential techniques and strategies geared towards results

Alexander Hiam

350 pages, parution le 27/09/2006

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Résumé

From product development and public relations to advertising and packaging, marketing plays a key role in almost every business process. This book drills down to the basics, providing students with a better understanding of the vital role that this discipline plays throughout a company. Written in clear, every day language and presented in an uncluttered format, this text will help learners grasp the critical concepts and ideas utilized in each marketing process, and how to apply the tools and techniques to real business situations.

L'auteur - Alexander Hiam

Anciennement professeur à l'Université du Massachusetts, Alexander Hiam est aujourd'hui un chef d'entreprise au succès florissant exerçant dans le conseil en management. Il est l'auteur expérimenté de plus d'une vingtaine d'ouvrages.

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Sommaire

Business Marketing
- Making Marketing Happen
- The Marketing Plan
Analyzing Marketing Opportunities
- Knowing Consumers
- Segmenting and Targeting Markets
- Marketing Research
Product and Distribution
- Developing and Managing Products
- Marketing Channel Management
- Retailing
- Pricing
Advertising and Promotion
- Marketing Communications and Personal Selling
- Advertising
- Publicity, Public Relations, and Sales Promotions
- Internet Marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Alexander Hiam
Parution	27/09/2006
Nb. de pages	350
Format	19 x 23
Couverture	Broché
Poids	565g
Intérieur	Noir et Blanc
EAN13	9780471790792
ISBN13	978-0-471-79079-2