Principles of Marketing

Frances Brassington, Stephen Pettitt (Autoren)

Buch | Softcover

1104 Seiten

2000 | 2nd edition
Financial Times Prentice Hall (Verlag)
978-0-273-64444-6 (ISBN)

Infos

The second edition of this introductory marketing text. New features include: revised and updated case studies, references and photographs; a re-written chapter on market research, including more material on IT and geodemographics; and increased coverage of direct and database marketing.

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Principles of Marketing is widely recognised as a comprehensive, user-friendly introduction to the study of marketing. All the key topics in marketing are covered providing a detailed, student-friendly and accessible introduction to the subject. This second edition has been strengthened to reflect valuable feedback from throughout the academic community. In addition the comprehensive and unprecedented supplements package has been updated, including The FT Marketing Casebook, dedicated website, Multiple Choice Question Bank, OHP masters or full colour Powerpoint, Instructor's Manual and Video Cases.

Inhalt

Part I: Marketing and Its Environment 1. Marketing Dynamics 2. The European Marketing Environment Part II: Consumers and Markets 3. Consumer Behaviour 4. Organisational 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. Communication and the Promotional Mix 15. Advertising 16. Sales Promotion 17. Personal Selling and Sales Management 18. Direct and On-line Marketing 19. Public Relations, Sponsorship and Exhibitions Part VII: Marketing Management 20. Strategic Marketing 21. Marketing Planning, Management and Control 22. Services Marketing 23. International Marketing

Produkt-Details

• Erscheint lt. Verlag: 17.1.2000
• Verlagsort: Harlow
• Sprache: englisch
• Maße: 194 x 265 mm
• Gewicht: 2027 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-273-64444-0 / 0273644440
• ISBN-13: 978-0-273-64444-6 / 9780273644446
• Zustand: Neuware