Essentials of Marketing
Seiten
2008
|
4th edition
Prentice Hall (Verlag)
978-0-273-71736-2 (ISBN)
Prentice Hall (Verlag)
978-0-273-71736-2 (ISBN)
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This book is aimed at undergraduates taking an introductory marketing course.
Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered.
The 4th edition has been thoroughly re-written to include the new 7 C's framework
The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader.
Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered.
The 4th edition has been thoroughly re-written to include the new 7 C's framework
The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader.
List of tables
List of figures
Preface
Acknowledgements
1. What do marketers do?
2. The marketing environment
3. Consumer and buyer behaviour
4. Segmentation, targeting and positioning
5. Market research
6. Products, branding and packaging
7. Pricing strategies
8. Distribution
9. Marketing communications and promotional tools
10. Marketing planning, implementation and control
11. Services marketing
12. Sustainable marketing
Index
Erscheint lt. Verlag | 10.9.2008 |
---|---|
Sprache | englisch |
Maße | 261 x 194 mm |
Gewicht | 830 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 0-273-71736-7 / 0273717367 |
ISBN-13 | 978-0-273-71736-2 / 9780273717362 |
Zustand | Neuware |
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