Marketing
Pearson Education Limited (Verlag)
978-0-273-75816-7 (ISBN)
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Imagine you are Dr Steve Perry, Commercial Director of Visa Europe the world’s leading electronic payment system and one of the top ten sponsors of the Olympics, Para Olympics and FIFA World Cup. Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was, how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution?
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Michael R Solomon is Professor of Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia. Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida and also Professor of Marketing & Strategy at Aston Business School. Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate. Bradley R. Barnes is Associate Dean for Internationalisation and Professor of International Management and Marketing at The Management School, University of Sheffield. Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.
Chapter 1: What is Marketing?
Chapter 2: Strategy and environment
Chapter 3: Marketing Research
Chapter 4: Consumer Behaviour
Chapter 5: Business-to-Business Marketing
Chapter 6: Segmentation, Targeting, Positioning and CRM
Chapter 7: Creating the Product
Chapter 8: Managing the Product
Chapter 9: Services Marketing
Chapter 10: Pricing the Product
Chapter 11: Integrated Marketing Communications
Chapter 12: Advertising and PR
Chapter 13: Sales Promotions and Sales Management
Chapter 14: Retail and Distribution
Appendix 1
Appendix 2
| Erscheint lt. Verlag | 10.12.2012 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 195 x 265 mm |
| Gewicht | 1222 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-75816-0 / 0273758160 |
| ISBN-13 | 978-0-273-75816-7 / 9780273758167 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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