Principles and Practice of Marketing with Redemption card

Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level. The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research. Free Vital Source Digital Textbook included in this package Utilising the Vital Source platform, McGraw-Hill/Open University Press are making a number of key titles available in a digital format. Using this platform, students are able to truly personalise their book. The student can highlight important sections of the book during the course or in preparation for an exam. Students can also make notes and attach them directly to the book content, they also have the option to share notes with classmates to further improve their understanding. And that's not all. Instructors will also have access to the digital version which allows them to add their own notes to the book for students to view. Instructors can also set questions for their students at specific points in the book to encourage class discussion or as tutorial assignments. If you would like to know more about the books available in this digital format, or would like to see a demonstration, please contact your local representative.

(McGraw-Hill)

Bli först med att recensera och betygsätt boken Principles and Practice of Marketing with Redemption card - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third.

(McGraw-Hill)

Part 1: Fundamentals of Modern Marketing Thought

1. Marketing in the modern organization

2. Marketing planning: an overview of marketing

Part 2: Marketing Analysis

3. The marketing environment

4. Understanding consumer behaviour

5. Understanding organizational buying behaviour

6. Understanding marketing ethics and corporate social responsibility

7. Marketing research

8. Market segmentation and positioning

Part 3: Marketing Mix Decisions

Product

9. Managing products: brand and corporate identity management

10. Managing products: product life cycle, portfolio planning and product growth strategies

11. Developing new products

Price

12. Pricing

Promotion

13. Advertising

14. Personal selling and sales management

15. Direct marketing

16. Other promotional mix methods

Place

17. Distribution

Spanning the marketing mix

18 Digital marketing

Part 4: Competition and marketing

19. Analysing competitors and creating a competitive advantage

20. Competitive marketing strategy

Part 5: Marketing Implementation and Application

21. Managing marketing implementation, organization and control

22. Services marketing

23. International marketing

(McGraw-Hill)