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Hartley Steven W.

的圖書
Marketing in Asia (3rd ed)
$ 1241 ~ 1320
Marketing in Asia (3rd ed)
作者:Lau Geok Theng,Roger A. Kerin,Steven W. Hartley,William Rudelius 
出版社:華泰文化
出版日期:2015-06-17
語言:英文   規格:平裝 / 812頁 / 普通級/ 單色印刷 / 三版
圖書介紹3 查價格、看圖書介紹
行銷管理:觀念與實務(第二版 )
$ 90
    二手書
行銷管理:觀念與實務(第二版 )
作者:Kerin Roger A.Hartley Steven W.Rudelius William郭常銘 
出版社:美商麥格羅希爾國際股份有限公司台灣分公司
語言:繁體書   
TAAZE 讀冊生活 TAAZE 讀冊生活 - 二手中文書  - 來源網頁  
圖書介紹 - 資料來源:博客來   評分:
圖書名稱:Marketing in Asia(三版)

內容簡介

  ●In-Class Activities: These activities are designed to engage students in discussions with the instructor and fellow students. They involve individual and group activities, marketing research methods (surveys, focus groups, and online resources), brainstorming exercises, out-of-class assignments, and personal observations/write-ups. Each activity illustrates a concept from the textbook and typically involves 5 to 15 minutes of in-class time.

  ●Building Your Marketing Plan. The Building Your Marketing Plan guides at the end of each chapter are based on the format of the Marketing Plan presented in Appendix A. On the basis of self-study or as part of a course assignment, students can use the activities to organize interactions with businesses to build a marketing plan. Students and employers often suggest that a well-written plan in a student's portfolio is an asset in today's competitive job interviews. In Section V of the Instructor's Manual is a comprehensive set of resources to assist instructors in assigning and evaluating student marketing plan assignments.

  ●Interactive Web Page and Blog: (www.kerinmarketing.com) The blog provides articles on current marketing topics for instructors and students. These short articles include videos, websites, synopses, and a classroom discussion guides so instructors can emphasize the practical aspects of marketing and help students develop professional marketing skills

  ●Chapter 19: Using Social Media to Connect with Consumers: Marketing features a dedicated chapter for social media marketing, which is a new environment that is rapidly growing and changing. The authors cover the building blocks of social media marketing and provide interesting, thorough, and relevant content and examples. The authors discuss major social media platforms like Facebook, Twitter, LinkedIn, YouTube, and Pinterest. They also explain how brand managers and companies can use these social networks to develop marketing actions to accomplish their marketing objectives. Also discussed in Chapter 19 are marketing metrics that are used to measure a company's success with social media marketing. This chapter is one reason why Marketing 12e is on the cutting-edge of marketing education.
 

作者介紹

作者簡介

Roger A. Kerin


  現職:Southern Methodist University

Lau Geok Theng
  
  現職:National University of Singapore

Steven W. Hartley

  現職:University of Denver

William Rudelius

  現職:University of Minnesota
 

目錄

PART I: INITIATING THE MARKETING PROCESS
Ch 1 Creating Customer Relationships and Value through Marketing
Ch 2 Developing Successful Organizational and Marketing Strategies
Ch 3 Scanning the Marketing Environment
Ch 4 Ethical and Social Responsibility in Marketing

PART II: UNDERSTANDING BUYERS AND MARKETS
Ch 5 Understanding Consumer Behavior
Ch 6 Understanding Organizations as Customers
Ch 7 Understanding and Reaching Global Consumers and Markets

PART III: TARGETING MAREKETING OPPORTUNITIES
Ch 8 Marketing Research: From Customer Insights to Actions
Ch 9 Market Segmentation, Positioning and Forecasting Markets

PART IV: SATISFYING MARKETING OPPORTUNITIES
Ch10 Developing New Products and Services
Ch11 Managing Products, and Brands
Ch12 Services Marketing
Ch13 Building the Price Foundation
Ch14 Arriving at the Final Price
Ch15 Managing Marketing Channels and Supply Chains
Ch16 Retailing and Wholesaling
Ch17 Integrated Marketing Communications and Direct Marketing
Ch18 Advertising, Sales Promotion, and Public Relations
Ch19 Using Social Media to Connect with Consumers
Ch20 Personal Selling and Sales Management

PART V: MANAGING THE MARKETING PROCESS
Ch21 Implementing Interactive and Multichannel Marketing
Ch22 Pulling It All Together: The Strategic Marketing Process
 

詳細資料

  • ISBN:9789814595032
  • 規格:平裝 / 812頁 / 普通級 / 單色印刷 / 三版
  • 出版地:台灣
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