The big book of marketing: lessons and practices from the world's greatest companies

This book provides proven prescriptions from world-class marketing aces on staying ahead of the curve in today's fast-paced marketing environment. Never has there been a more thorough, authoritative guide to world-class marketing essentials than "The Big Book of Marketing". It brings together the wisdom and high-level expertise of marketing professionals from eighty-six of the world's greatest companies who share their insights on research, planning, pricing, public relations, advertising, direct marketing, international marketing, and eighteen other areas marketers need to master in order to succeed in today's global marketplace. INDICE: 1. Marketing Introduction 2. Marketing Planning 3. Marketing Research 4. Consumer Purchasing Behavior 5. Organizational Purchasing Behavior 6. Demand Promotion Management 7. Selling and Sales Management 8. Advertising 9. Public Relations 10. Promotional Marketing 11. Direct Marketing 12. Product Management 13. Product Packaging 14. Product Pricing 15. Product Quality 16. Supply Chain Management 17. Wholesaling 18. Warehousing 19. Transportation 20. Retailing 21. Legal/Ethics/Social Responsibility 22. Environment 23. International Case Study 24. Financing the Marketing Plan

• ISBN: 978-0-07-162125-0
• Editorial: McGraw-Hill
• Encuadernacion: Rústica
• Páginas: 400
• Fecha Publicación: 01/02/2010
• Nº Volúmenes: 1
• Idioma: Inglés