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Fundamentals of Marketing

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These social and economic changes pose major challenges to business in general and marketing in particular. Marketing executives must develop a societal orientation and an awareness of their social respon-sibilities. At the same time. they must satisfy consumers' wants and generate profits for their firm. A textbook in marketing should change over the years to reflect these social and economic challenges and to offer some strategic guides to marketing executives. Consequently. several changes have been made in this edition to keep it up to date. to introduce recent developments and new concepts. and to reflect the emerging societal orientation in marketing. Changes also have been made to improve this edition as a teaching and learning tool-which. after all. is what a basic textbook is. A new chapter on marketing in nonbusiness organizations has been added. thus reflecting the awakening interest in marketing in nonprofit groups. A short appendix covering career opportunities in marketing has also been added. Even with these additions. however. the new edition is approximately the same length as the preceding one. This has been accomplished by rewriting and condensing several chapters. Material has been updated. and 11 of the 23 cases are new.

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Ketersediaan

Informasi Detail

Judul Seri

7

No. Panggil

658.81 WILf

Penerbit

United States of America : McGraw-Hill., 1981

Deskripsi Fisik

726

Bahasa

Inggris

ISBN/ISSN

0-7172-8511-1

Klasifikasi

658.81

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

7

Subjek

Manajemen Pemasaran

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

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