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新書推薦： 《 化妆品学原理 》 售價：NT$ 254.0 《 万千教育学前·与幼儿一起解决问题：捕捉幼儿园一日生活中的教育契机 》 售價：NT$ 214.0 《 爱你，是我做过最好的事 》 售價：NT$ 254.0 《 史铁生：听风八百遍，才知是人间（2） 》 售價：NT$ 254.0 《 量子网络的构建与应用 》 售價：NT$ 500.0 《 拍电影的热知识：126部影片里的创作技巧（全彩插图版） 》 售價：NT$ 500.0 《 大唐名城：长安风华冠天下 》 售價：NT$ 398.0 《 情绪传染（当代西方社会心理学名著译丛） 》 售價：NT$ 403.0

編輯推薦： Clarifies what marketing is and how it works, and explains the techniques involved. This book is suitable for those who want to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, and the whole business of marketing. 內容簡介： Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the ''marketing department'' - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as ''the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society''s needs and its pattern of industrial response''. The late Peter Drucker, a leading management thinker, was content to say simply: ''Marketing is looking at the business through the customers'' eyes''. This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.

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