Online Course Pack: Principles of Marketing

European Edition

Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong (Autoren)

Media-Kombination

888 Seiten

2002 | 3rd edition
Financial Times Prentice Hall
978-0-273-67668-3 (ISBN)

Titel ist leider vergriffen;
keine Neuauflage

Artikel merken

Principles of Marketing, Third European Edition provides an introduction to modern marketing. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world.

Principles of Marketing, Third European Edition provides both students and lecturers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues and problems across the marketing mix. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt clearly and comprehensively with Europe in a global marketing context. This Value Pack includes student access to a dynamic Online Course, specially created to facilitate active learning. Perfect for instructors wanting to deliver more of their course content via the Web, enrich their students' learning experiences using cutting-edge technology, and/or reach more students via distance learning. This ready to use material is available specially referenced to your textbook.

PART ONE. MARKETING AND THE MARKETING PROCESS. Chapter 1. Marketing in a Changing World: Satisfying Human Needs. Case 1: Kitkat: Have A Break. Chapter 2. Marketing And Society: Social Responsibility And Marketing Ethics. Case 2: Nestle: Singled Out Again and Again. Chapter 3. Strategic Marketing Planning. Case 3: Look out Lipton, Here Comes Oolong! PART TWO. THE MARKETING SETTING. Chapter 4. The Marketing Environment. Case 4: Unilever: Power? Chapter 5. The Global Marketplace. Case 5: Making the Global Tipple: Soil, Climate, Aspect and Mystique. Chapter 6. Consumer Buyer Behaviour. Case 6: Aibo: Looking for a Charged-Up Spot? Chapter 7. Business-to-Business Marketing. Case 7: Biofoam: Just Peanuts?Chapter 8. Market Information and Marketing Research. Case 8: Judy Greene Pottery. PART THREE CORE STRATEGY. Chapter 9. Market Segmentation and Targeting: Satisfying Human Needs. Case 9: Coffee-Mate. Chapter 10 Positioning. Case 10: Sobe's Herbal Hedonism. Chapter 11 Building Customer Relationships: Customer Satisfaction, Quality, Value and Service. Case 11: National Gummi Ab. Chapter 12 Creating Competitive Advantages. Case 12: The Mobile Maelstrom. PART FOUR. PRODUCT. Chapter 13. Brands, Products, Packaging and Support Services. Case 13: Colgate: One Squeeze Too Many? Chapter 14. New-Product Development and Product Life-Cycle Strategies. Case 14: The Swatchmobile: Any Colour Combination, Including Black. Chapter 15. Marketing Services. Case 15: Nspcc: Misunderstood. PART FIVE. PRICE. Chapter 16. Pricing Considerations and Approaches. Case 16: Easyjet, Easy Go. Chapter 17. Pricing Strategies. Case 17: Pricing Imperial's Oil. PART SIX. PROMOTION. Chapter 18. Integrated Marketing Communication Strategy. Case 18: Absolut Vodka: Absolutely Successful. Chapter 19. Mass Communications: Advertising, Sales Promotion and Public Relations. Case 19: Promotions in a Digital Age. Chapter 20. Personal Selling and Sales Management. Case 20: Britcraft Jetprop: Whose Sale is it Anyhow? PART SEVEN. PLACE. Chapter 21. Managing Marketing Channels. Case 21: Pieta Luxury Chocolates. Chapter 22. Direct and Online Marketing: The New Marketing Model Case 22: Cool Diamonds: Are They Forever? Glossary. Subject Index. Index Of Companies. Copyright Acknowledgements.

Erscheint lt. Verlag	11.7.2002
Verlagsort	Harlow
Sprache	englisch
Maße	211 x 276 mm
Gewicht	1810 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-273-67668-7 / 0273676687
ISBN-13	978-0-273-67668-3 / 9780273676683
Zustand	Neuware