Essentials of Marketing
2014
|
3rd edition
Pearson Education Limited
978-1-292-06388-1 (ISBN)
Pearson Education Limited
978-1-292-06388-1 (ISBN)
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Accessible to students with no prior study of Marketing and from all different backgrounds Brassington Essentials is a fun, up to date and interesting introduction to Marketing. The book has a great feel, full of large colour photos and frequent interesting cases from brands you will recognise, often with thought-provoking content that is relevant to the reader and accompanied by leading-edge online learning supports in the MyMarketingLab.
Like Brassington’s Principles of Marketing, this ‘essentials’ text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing.
Like Brassington’s Principles of Marketing, this ‘essentials’ text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing.
Dr Frances Brassington, Senior Lecturer - Oxford Brookes University Dr Stephen Pettitt, Deputy Vice Chancellor - University of Luton
Chapter 1 -Marketing Dynamics
Chapter 2- The European marketing environment
Chapter 3- Buyer behaviour
Chapter 4- Segmenting markets
Chapter 5- Marketing information and research
Chapter 6- Product
Chapter 7- Price
Chapter 8- Place
Chapter 9- Promotion: integrated marketing communication
Chapter 10- Advertising and sales promotion
Chapter 11- Promotion: direct and digital marketing
Chapter 12- Promotion: personal selling, PR and sponsorship
Chapter 13- Marketing strategy and planning
Chapter 14- Services and non-profit marketing
Erscheint lt. Verlag | 5.2.2014 |
---|---|
Verlagsort | Harlow |
Sprache | englisch |
Maße | 196 x 266 mm |
Gewicht | 1190 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 1-292-06388-2 / 1292063882 |
ISBN-13 | 978-1-292-06388-1 / 9781292063881 |
Zustand | Neuware |
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