MARC record from Internet Archive

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001 ocm28958669
003 OCoLC
005 20201227182445.0
008 931008s1993 enka b 001 0 eng d
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055 3 $aHF5415$bC53 1993
080 0 $a658.8(100
082 04 $a658.8$220
084 $a85.40$2bcl
084 $aQP 305$2rvk
100 1 $aChee, Harold.
245 10 $aMarketing, a global perspective /$cHarold Chee, Rod Harris.
260 $aLondon :$bPitman,$c1993.
300 $avii, 383 pages :$billustrations ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 00 $tList of figures --$tPreface --$tPlan of the book --$tHow to use this book --$tList of abbreviations --$gpt. 1.$tThe Importance of Marketing --$g1.$tMarketing and the marketing concept --$gpt. 2.$tUnderstanding the Market --$g2.$tThe marketing environment --$g3.$tStrategic marketing planning --$g4.$tConsumer and industrial behaviour --$gpt. 3.$tDeveloping Marketing Strategies --$g5.$tProduct strategy --$g6.$tDistribution strategies --$g7.$tPricing strategies --$g8.$tPromotional strategies: advertising, sales promotion and public relations --$g9.$tPromotional strategies: personal selling and sales management --$gpt. 4.$tMarketing Challenges --$g10.$tIssues in marketing --$gpt. 5.$tMarketing Applications I: Services --$g11.$tServices marketing --$gpt. 6.$tMarketing Applications II: The Global Market --$g12.$tInternational marketing: an overview --$g13.$tThe international marketing environment --$g14.$tGlobal marketing strategy --$g15.$tMarket entry strategy --$g16.$tInternational product and pricing strategies --$g17.$tInternational distribution and promotion decisions --$gpt. 7.$tMarketing Implementation --$g18.$tMarketing implementation -- a case study approach --$tIndex.
520 $aProvides an introduction to marketing and international marketing taking an applied approach wherever possible. The text relates theory to practice, looks in detail at issues in marketing, services, exporting and points out the full implications of adopting a market-led strategy for organizations.
583 1 $acommitted to retain$c20170930$d20421231$fHathiTrust$uhttps://www.hathitrust.org/shared_print_program$5AEU$zHathiTrust Shared Print commitment 2017
650 0 $aMarketing.
650 0 $aExport marketing.
650 7 $aExport marketing.$2fast$0(OCoLC)fst00918703
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aInternationales Marketing$2gnd
650 7 $aMarketing$2gnd
650 7 $aEinführung$2gnd
650 17 $aMarketing.$2gtt
650 7 $aMarketing.$2ram
653 1 $aMarketing
655 4 $aEinführung.
700 1 $aHarris, Rod.
776 08 $iOnline version:$aChee, Harold.$tMarketing, a global perspective.$dLondon : Pitman, 1993$w(OCoLC)623819496
938 $aBaker & Taylor$bBKTY$c47.50$d42.75$i0273037935$n0002356768$sactive
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