TAILIEUCHUNG - Ebook Contemporary marketing (13th edition): Part 1

(BQ) Part 1 book "Contemporary marketing" has contents: Strategic planning and the marketing process; strategic planning and the marketing process, e business in contemporary marketing; consumer behavior; global marketing; marketing research and sales forecasting; marketing research and sales forecasting,.and other contents. | 11/15/06 5:13 PM Page i contemporary MARKETING 13e 11/15/06 5:13 PM Page ii 4/2/08 1:56 PM Page iii contemporary MARKETING 13e David L. Kurtz Distinguished Professor of Marketing and . and Vivian Young Chair of Business Administration University of Arkansas Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States 4/2/08 1:56 PM Page iv Contemporary Marketing, Thirteenth Edition David L. Kurtz VP/Editorial Director: Jack W. Calhoun Manager, Editorial Media: John Barans Art Director: Stacy Jenkins Shirley Publisher: Neil Marquardt Technology Project Manager: Kristen Meere Cover and Internal Designer: Beckmeyer Design Senior Developmental Editor: Rebecca von Gillern Senior Manufacturing Coordinator: Diane Gibbons Cover Images: © Alamy Images Marketing Manager: Nicole C. Moore Production House: Lachina Publishing Services Photography Manager: Deanna Ettinger Marketing Communications Manager: Sarah Greber Printer: RR Donnelley Willard Manufacturing Division Photo Researcher: Terri Miller ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution or information storage and retrieval systems, or in any other manner—without the written permission of the publisher. Library of Congress Control Number: 2006935736 Content Project Manager: Amy Hackett COPYRIGHT © 2008, 2006 South-Western, a part of Cengage Learning. Printed in the United States of America 1 2 3 4 5 09 08 07 06 Student Edition ISBN 13: 978-0-324-53638-6 ISBN 10: 0-324-53638-0 Instructor’s Edition ISBN 13: 978-0-324-54399-5 ISBN 10: 0-324-54399-9 For permission to use material from this text or product, submit a request online at . For

• Marketing - Bán hàng
• Contemporary marketing
• The marketing process
• Strategic planning
• The marketing process
• E business in contemporary marketing
• Contemporary marketing
• Consumer behavior
• Global marketing
• Lecture Global marketing
• Contemporary theory
• Global marketing environments
• Conducting marketing research
• Global marketing research
• Global markets
• Global marketing strategy
• Controlling global marketing systems
• Regional organizational format
• Global economy
• High tech products
• Evaluating cultural
• Social environments
• Analyzing political
• Legal environments
• Integrating global
• National markets
• Selecting international markets
• Ansoff expansion model
• Entering global markets
• International markets
• Global market segmentation strategies
• Developing global products
• Setting global prices
• Pricing policies
• Global placement
• Distribution channels
• Global promotional strategy
• Launching global communication
• Social media
• Networked enterprise
• Corporate social responsibility
• International Marketplace
• Relationship marketing
• Customer relationship management
• Product categories
• Integrated marketing communications
• Public relations
• Marketing environment
• Social responsibility
• Marketing research
• Sales forecasting
• Market segmentation
• Service strategies
• Marketing channels
• Supply chain management
• The marketing environment
• Contemporary advertising
• Digital media production
• Using electronic media
• Direct marketing
• Personal selling
• Relationship building
• Direct marketers
• Sales promotion
• Global marketing strategies
• Global marketing research process
• Designing global marketing systems