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Fundamentals of marketing

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here are 8 parts in total (with 3-4 chapters per part):
1: marketing and its environment
2: target markets
3-6: product, price, distribution, promotion
7: marketing in special fields
8: managing the marketing effort

The first two parts are dealing with the context (the 'playground') and where to start from (the consumer's side), if we are to be interested in marketing at all. Part 3-6 the details (the producer's side). Part 7 some special cases (like that of nonprofit organizations). Part 8 is the introduction to what I call 'high marketing' (forecasting, evaluation etc) since it is basic no more.

I like the way this book by Stanton et al. forces us readers to recognize first the concept of marketing, before going into details. It's more or less like in recognizing people. Our understanding (or relationship with) them will almost surely end up in confusion if our first impressions are based merely on anatomical body parts.

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Ketersediaan

34779

658.8 STA F

Library Lantai 2

Tersedia

Informasi Detil

Judul Seri

-

No. Panggil

658.8 STA F

Penerbit

New York : McGraw-Hill., 1991

Deskripsi Fisik

668 hlm.

Bahasa

English

ISBN/ISSN

0-07-060952-7

Klasifikasi

658.8

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

9

Subyek

Marketing

Info Detil Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

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