13-модуль. И Н Т Е Р А К Т И В Н Ы Й М А Р К Е Т И Н Г ............................................................ 270 13.1. Суть понятия интерактивного маркетинга..................................................... 270 13.2. Интерактивный маркетинг: преимущества и недостатки......................... 273 13.3. Как организовать интерактивный маркетинг................................................ 275 13.4. Е-Маркетинг.............................................................................................................. 277 Т ест ы ........................................................................................................................... 288 Использованная литература................................................................................ 316 321
CONTENTS
1-m odule. SO C IO -E C O N O M IC F O U N D A T IO N S O F M A R K E T IN G ............... 5 1.1. Concept and evolution o f marketing.....................................................................5 1.2. Marketing goal............................................................................................................11 1.3. Consumer priority.................................................................................................... 15 1.4. Marketing process..................................................................................................... 16 1.5. Main marketing categories...................................................................................... 19 1.6. Marketing concept theory......................................................................................23 1.7. Customer retention and loyalty............................................................................ 27 2-m odule. FU N C T IO N S, T A S K S A N D PR IN C IP L E S O F M A R K E T IN G
