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Principles of Marketing -- MyLab Marketing with Pearson eText

Frances Brassington, Stephen Pettitt (Autoren)

Freischaltcode

4 Seiten

2006 | 4th edition
FT Publishing International (Hersteller)
978-0-273-71000-4 (ISBN)

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This textbook presents an introduction to marketing. It explains all the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes.

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	15.6.2006
Verlagsort	Harlow
Sprache	englisch
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-273-71000-1 / 0273710001
ISBN-13	978-0-273-71000-4 / 9780273710004
Zustand	Neuware