Essentials of Marketing
Seiten
2012
|
5th edition
FT Press (Verlag)
978-0-273-75768-9 (ISBN)
FT Press (Verlag)
978-0-273-75768-9 (ISBN)
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Essentials of Marketing 5e provides a vibrant and accessible introduction to Marketing providing concise and accessible coverage of:
* traditional marketing techniques and theories,
* the practical and tactical decision-making processes involved in marketing,
* up-to-date topics such as corporate social responsibility, social media and ethics.
The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.
* traditional marketing techniques and theories,
* the practical and tactical decision-making processes involved in marketing,
* up-to-date topics such as corporate social responsibility, social media and ethics.
The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.
Jim Blythe is Professor of Marketing at the University of Westminster and Visiting Reader at Plymouth Business School and Ritsumeikan Asia Pacific University, Japan.
Chapter 1: What do marketers do?
Chapter 2: The marketing environment
Chapter 3: Consumer and buyer behaviour
Chapter 4: Segmentation, targeting and positioning
Chapter 5: Market research
Chapter 6: Products, branding and packaging
Chapter 7: Pricing strategies
Chapter 8: Distribution
Chapter 9: Marketing communications and promotional tools
Chapter 10: Marketing planning, implementation and control
Chapter 11: Services marketing
Chapter 12: Sustainable marketing
Glossary
Index
| Erscheint lt. Verlag | 31.5.2012 |
|---|---|
| Sprache | englisch |
| Maße | 194 x 261 mm |
| Gewicht | 830 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-75768-7 / 0273757687 |
| ISBN-13 | 978-0-273-75768-9 / 9780273757689 |
| Zustand | Neuware |
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