tailieunhanh - Ebook Essentials of marketing (15th edition): Part 1

(BQ) Part 1 book "Essentials of marketing" has contents: Marketing strategy planning; evaluating opportunities in the changing market environment; focusing marketing strategy with segmentation and positioning; final consumers and their buying behavior; business and organizational customers and their buying behavior,.and other contents. | Essentials of Marketing 15e A Marketing Strategy Planning Approach Product Place Promotion Price Target Marketing Strategy Perreault | Cannon | McCarthy 15 Essentials of Marketing A Marketing Strategy Planning Approach William D. Perreault, Jr., . UNIVERSITY OF NORTH CAROLINA Joseph P. Cannon, . COLORADO STATE UNIVERSITY E. Jerome McCarthy, . MICHIGAN STATE UNIVERSITY EDITION ESSENTIALS OF MARKETING: A MARKETING STRATEGY PLANNING APPROACH, FIFTEENTH EDITION Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2017 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous edition © 2015, 2013, 2011 and 2009. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 RMN/RMN 1 0 9 8 7 6 ISBN 978-1-259-57353-8 MHID 1-259-57353-2 Senior Vice President, Products & Markets:  Kurt L. Strand Vice President, General Manager, Products & Markets:  Michael Ryan Vice President, Content Design & Delivery:  Kimberly Meriwether David Managing Director:  Susan Gouijnstook Brand Manager:  Kim Leistner Director, Product Development:  Meghan Campbell Lead Product Developer:  Kelly Delso Marketing Manager:  Elizabeth Schonagen Director, Content Design & Delivery:  Terri Schiesl Program Manager:  Mary Conzachi Content Project Managers:  Christine Vaughan; Evan Roberts Buyer:  Jennifer Pickel Design:  Egzon Shaqiri Content Licensing Specialists:  Shawntel Schmitt; DeAnna .

• Marketing - Bán hàng
• Essentials of marketing
• Marketing strategy planning
• Evaluating opportunities
• The changing market environment
• Final consumers
• Their buying behavior
• Organizational customers
• Essentials of marketing frances
• Marketing frances
• Stephen pettitt
• Marketing dynamics
• The European marketing environment
• Segmenting markets
• Marketing information
• Pricing strategies
• International marketing
• Marketing planning
• Marketing communications
• 21st century marketing
• Qualitative data analysis
• Quantitative data analysis
• Essentials of marketing research
• Marketing research
• Global marketing research
• Applied marketing research
• External marketing environment
• Conduct marketing research
• Marketing research essentials
• Nghiên cứu thị trường
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Online marketing research
• Managerial decision making
• The marketing research process
• Secondary data
• Literature reviews
• Data collection approaches
• Qualitative research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Marketing research industry
• Research ethics
• Social media research
• Causal research
• Syndicated data
• Research design
• Report preparation
• Frequency distribution
• Hypothesis testing
• Data analysis
• Cross tabulation
• Preparing data for quantitative analysis
• Basic data analysis
• Quantitative research
• The marketing environment
• Buyer behavior
• Targeting and positioning
• Market research
• Big data analytics
• Survey research
• Primary data collection
• Observation research
• Demonstrating causation
• Measurement process
• Measurement scale
• Questionnaire design
• Good questionnaire
• Sampling plan
• Nonsampling errors
• Sample size determination
• Probability samples
• Data processing
• Fundamental data analysis
• Statistical testing
• Statistical significance