Marketing

av Paul Baines (häftad, 2010)

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This text combines a lively writing style with a diverse range of electronic tools guaranteed to excite and stimulate. Through providing interviews with real-life practitioners from organizations such as Innocent, Orange, HMV, and Oxfam, students hear first hand what top marketers actually do and how they tackle the decisions they have to make.

(Oxford)

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Häftad (paperback)
Språk: Engelska
Antal sidor: 792
Utg.datum: 2010-12-16
Upplaga: 2
Förlag: OUP Oxford
Medarbetare: Fill, Chris / Page, Kelly
Illustratör/Fotograf: col Illustrations
Illustrationer: col. Illustrations
Dimensioner: 265 x 195 x 28 mm
Vikt: 1650 g
Antal komponenter: 1
ISBN: 9780199579617

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Övrig information

<br>Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing, in the School of Management at Cranfield University. <br>Chris Fill is Founder and Managing Director of Fill Associates and a former Principal Lecturer in Marketing in the Portsmouth Business School at the University of Portsmouth. <br>Kelly Page is Lecturer in Marketing and Strategy in the Cardiff Business School at the University of Cardiff.<br>

(Oxford)

Innehållsförteckning

PART 1: MARKETING FUNDAMENTALS; 1. Marketing in Society; 2. The Marketing Environment and Competitor Analysis; 3. Consumer Buyer Behaviour; 4. Market Research and Marketing Information Systems; PART 2: PRINCIPLES OF MARKETING MANAGEMENT; 5. Marketing Strategy; 6. Market Segmentation and Positioning; 7. International Market Development; PART 3: THE MARKETING MIX PRINCIPLE; 8. Managing Products and Developing Brands; 9. Price Decisions; 10. An Overview of Marketing Communications; 11. Managing Marketing Communications: Tools, Media and Planning; 12. Retailing and Channel Management; PART 4: PRINCIPLES OF RELATIONAL MARKETING; 13. Services Marketing; 14. Business-to-Business Marketing; 15. Relationship Marketing; 16. Not-for-Profit Marketing; PART 5: CONTEMPORARY MARKETING PRACTICE; 17. Digital Marketing; 18. Post-modern Marketing; 19. Marketing, Sustainability and Ethics

(Oxford)