Moutinho / Chien Problems in Marketing

Applying Key Concepts and Techniques
2. Auflage 2009
ISBN: 978-1-84920-262-6
Verlag: Lucky Duck Publishing
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten, Format (B × H): 186 mm x 232 mm

Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.

Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers by clicking on the companion website logo above.

Autoren/Hrsg.

Moutinho, Luiz A M

Moutinho, Luiz

Chien, Charles S

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Environmental Scanning
Consumer Behaviour
Market Research and Market Forecasting
Strategic Marketing
Positioning, Product and Pricing
Pricing
Integrated Marketing Communication
Internet Marketing
Sales and Distribution Management
International Marketing
Issues and Trends

Über Autor(innen)

Chien, Charles S
Charles S. Chien is Associate Professor at the College of Business, Feng Chia University, Taiwan.

Moutinho, Luiz A M
Luiz Moutinhois Foundation Chair of Marketing at the Department of Management, University of Glasgow