Principles of Marketing

Frances Brassington, Stephen Pettitt (Autoren)

Buch | Softcover

1296 Seiten

2006 | 4th edition
Financial Times Prentice Hall (Verlag)
978-0-273-69559-2 (ISBN)

Infos

An introduction to marketing from a European perspective, this work explains the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. It offers a media package including an online interactive study guide, a video lounge, integrated video case studies and more.

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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.

 

 

Inhalt

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

Produkt-Details

• Erscheint lt. Verlag: 3.8.2006
• Verlagsort: Harlow
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-273-69559-2 / 0273695592
• ISBN-13: 978-0-273-69559-2 / 9780273695592
• Zustand: Neuware