• Stan zestawu: db-/+dst

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• W  zestawie:
• Marketing Bovee (po angielsku)
• Moorhouse Podstawy marketingu
• Marketing Parkinson
• Parkinson Jak zrobić karierę

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SPIS TREŚCI

Przedmowa prof. Philipa Kotlera

I. Wstęp do marketingu

II. Planowanie produktu: pierwsza część marketingu

III.  Ustalanie cen: druga część marketingu

IV.  Dystrybucja: trzecia część marketingu

V. Promocja i reklama: czwarta część marketingu

VI. Rola promocji handlowej w marketingu

VII. Kontrola działań przedsiębiorstwa

VIII. Nowe techniki prowadzenia marketingu

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Preface        xix

PART I UNDERSTANDING MARKETING TODAY       1

1. The Foundations of Marketing        2
2. The Changing Environment for Marketing        32

PART II MARKETING PLANNING AND INFORMATION        71

1. Strategic Marketing Planning and Forecasting         72 COMPONENT CHAPTER A.   A Sample Marketing Plan         107
2. Marketing Research and Information Systems        114

PART III BUYER BEHAVIOR AND MARKET SEGMENTATION       147

1. Consumer Buying Behavior        148
2. Organizational Buying Behavior        186
3. Market Segmentation        216

PART IV PRODUCT STRATEGY       249

1. Product Concepts        250
2. Developing and Managing Products        282

PART V PRICING STRATEGY       317

1. Price Decision Making        318
2. Setting and Managing Prices         348

PART VI DISTRIBUTION STRATEGY       383

1. Marketing Channels        384
2. Wholesaling        420
3. Retailing        448
4. Physical Distribution         484

PART VII PROMOTIONAL STRATEGY       525

1. Promotional Strategies and Processes         526
2. Advertising, Sales Promotion, and Public Relations        552
3. Personal Selling and Sales Management        586

PART VIII MARKETING MANAGEMENT AND SELECTED APPLICATIONS       621

1. Marketing Organization, Implementation, and Control         622
2. International Marketing         656
3. Services and Nonprofit Marketing         690
4. Quality and Customer Service         726

COMPONENT CHAPTER B.   Financial Analysis in Marketing        B-l

COMPONENT CHAPTER C.   Career Planning and Development in Marketing         C-l

References        R-l Glossary        G-0 Indexes        1-1