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商品編號： 89612 出版日期： 1989/11/01 作者姓名： Star, Steven H 商品類別： Other 商品規格： 6p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
The driving force of modern marketing is the marketing concept--business succeeds by giving customers what they want. The social discontents and ethical issues associated with marketing arise from functional limitations on implementing the marketing concept, not from greed or deception. Developing a marketing program involves identifying three groups of consumers: 1) the market segment, 2) the program target, and 3) the program audience. To determine the effects of the marketing concept requires identifying the social payoffs and problems.
涵蓋領域：
Marketing;Business ethics;Business law and ethics;Marketing strategy
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