Principles of Marketing with eBook and How to Write Essays and Assignments

Frances Brassington, Stephen Pettitt, Jonathan Weyers, Kathleen McMillan (Autoren)

Media-Kombination

2010 | 4th edition
Custom Publishing
978-1-84878-714-8 (ISBN)

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CU.VS. Brassington 2011 Pack

Frances Brassington, Stephen Pettitt, Kathleen McMillan, Jonathan Weyers

2011

Sonstige Produkte | Media-Kombination

CHF 87, ²⁵

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Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students leading them painlessly through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'.

This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.

The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.

As well as a wealth of online resources, this text now comes packaged with a VitalSource eBook and a best-selling text on how to write essays and assignments, to further help your students with their self-study.

Part I- Marketing And Its Environment

1. Marketing dynamics

2. The European marketing environment

Part II- Customers and Markets

3. Consumer behaviour

4. B2B buying behaviour

5. Segmenting markets

6. Marketing information and research

Part III- Product

7. Anatomy of a product

8. Product management

9. New product development

Part IV-Price

10. Pricing, context and concepts

11. Pricing strategies

Part V- Place

12. Marketing channels and logistics

13. Retailers and wholesalers

Part VI- Promotion

14. Integrated marketing communication

15. Advertising

16. Sales promotion

17. Personal selling and sales management

18. Direct marketing and exhibitions

19. Public relations and sponsorship

Part VII-Marketing Management

20. Strategic Marketing

21. Marketing planning, management and control

22. Services and non-profit marketing

23. International marketing

24. E-marketing and new media

Erscheint lt. Verlag	19.2.2010
Verlagsort	Harlow
Sprache	englisch
Maße	196 x 264 mm
Gewicht	2790 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management
ISBN-10	1-84878-714-6 / 1848787146
ISBN-13	978-1-84878-714-8 / 9781848787148
Zustand	Neuware