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Essentials of marketing management [electronic resource] /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Lancaster, Geoffrey, 1938- Massingham, Lester. |
| 서명/저자사항 | Essentials of marketing management[electronic resource] /Geoff Lancaster and Lester Massingham. |
| 발행사항 | New York : Routledge, 2010. |
| 형태사항 | 1 online resource. |
| ISBN | 9780203847206 (electronic bk.) 0203847202 (electronic bk.) |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing. |
| 일반주제명 | Marketing -- Management. BUSINESS & ECONOMICS -- Marketing -- General. BUSINESS & ECONOMICS -- Distribution. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Lancaster, Geoffrey, 1938-Essentials of marketing management.New York : Routledge, 20109780415553469 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=336646 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00000354 | 658.8 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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