Marketing: An Introduction (15版)
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Marketing: An Introduction(GE)作 / 譯 者 :Gary Armstrong,Philip Kotler,Marc Oliver OpresnikI S B N - 13 :9781292433103I S B N - 10 :1292433108類 別:行銷管理
版 次:15 版年 份:2023規 格:701 頁出 版 商:Pearson Education
內容簡介
Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.
The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.
目錄
PART I: DEFINING MARKETING AND THE MARKETING PROCESS
Ch 1 Marketing: Creating Customer Value and Engagement
Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Ch 3 Analyzing the Marketing Environment
Ch 4 Managing Marketing Information to Gain Customer Insights
Ch 5 Understanding Consumer and Business Buyer Behavior
PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Ch 7 Product, Services, and Brands: Building Customer Value
Ch 8 Developing New Products and Managing the Product Life Cycle
Ch 9 Pricing: Understanding and Capturing Customer Value
Ch10 Marketing Channels: Delivering Customer Value
Ch11 Retailing and Wholesaling
Ch12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations
Ch13 Personal Selling and Sales Promotion
Ch14 Digital Marketing
PART IV: EXTENDING MARKETING
Ch15 The Global Marketplace
Ch16 Sustainable Marketing: Social Responsibility and Ethics
原價:
1620
售價:
1539
現省:
81元
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MARKETING RESEARCH9/e (9版)
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Marketing Research, Global Edition
ISBN13:9781292318042
出版社:Pearson Education Limited
作者:Alvin C. Burns;Ronald F. Bush
裝訂/頁數:平裝/528頁
規格:25.5cm*20.3cm*2cm (高/寬/厚)
版次:9
出版日:2019/09/06
內容簡介
For courses in global marketing.
A conceptual approach and introduction to the field of marketing research
Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyse market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers.
目錄
1. Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process and Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data and Packaged Information
6. Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. Communicating Insights
原價:
2400
售價:
2280
現省:
120元
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Essential Calculus: Early Transcendental, Metric Version (Custom Solutions) (2版)
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Essential Calculus: Early Transcendental, Metric Version 2/e (Custom Solutions)
+作者:Stewart
+年份:2022 年2 版
+ISBN:9786269540655
+書號:MA0501PC
+規格:菊8開/平裝/彩色
+頁數:872
+出版商:Cengage
目錄
I. Functions and Models
2. Limits and Derivatives
3. Differentiation Rules
4. Applications of Differentiation
5. Integrals
6. Applications ofIntegration
7. Techniques of Integration
8. Further Applications of Integration
9. Parametric Equations and Polar Coordinates
10. Sequences, Series, and Power Series
11. Vectors and the Geometry of Space
12. Partial Derivatives
13. Multiple Integrals
原價:
1320
售價:
1228
現省:
92元
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當代財務管理習題解答 (2版)
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【簡介】
此為《當代財務管理》二版之習題解答。
《當代財務管理》二版係作者累積多年寶貴的教學經驗,採擷美國財務管理的最新著作,再參考國內的實務運作後撰寫而成。
本書內容十分豐富,理論與實務並重,淺顯易懂,釋例本土化,教材新穎,所涵蓋的主題,包括:股東價值創造、代理問題、效率市場、金融體系、現金流量折現技術、財務規劃、財務報表分析、績效管理、投資組合理論、資本資產評價模型、資本預算評估方法、專案評價、風險分析、股東評價、債券評價、選擇權評價、資金成本決定、資本結構理論與模擬、槓桿程度衡量、合併與購併、公司控制、營運資金政策、短期融資、流動資產管理、股利政策,以及股票買回。
因此,本書不但可以做為大專院校財務管理相關課程的教科書或參考書,也非常適合各界人士自修之用。讀者讀完本書,雖然不可能立刻成為理財專家,但透過對上述主題的認識與瞭解,將能循序漸進,體會到財務管理的奧妙。
此外,本書附有三百一十二題的習題,以方便讀者進行自我評量,亦備有習題解答,讀者可自行選購,以增進學習效果。
【目錄】
第1章 緒 論
第2章 現金流量折現技術
第3章 財務規劃與公司控制
第4章 投資組合理論
第5章 資本資產評價模型
第6章 資本預算分析
第7章 股票評價
第8章 債券評價
第9章 選擇權評價
第10章 資金成本、資本結構與槓桿程度
第11章 合併、購併與公司控制
第12章 營運資金政策與短期融資
第13章 現金、有價證券與應收帳款管理
第14章 股利政策與股票買回
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ESSENTIALS OF FINANCIAL MANAGEMENT 1995 (PH)
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