Principles of Marketing Pack 5th European Edition Book/Code Package
Format
Mixed media product
Språk
Engelska
Utgivningsdatum
2010-06-17
Upplaga
5
Förlag
FT PRENTICE HALL
Medarbetare
Armstrong, Gary / Wong, Veronica / Saunders, John / Burk Wood, Marian / Armstrong, Gary
Dimensioner
275 x 210 x 54 mm
Vikt
2840 g
Antal komponenter
2
Komponenter
Paperback (1), Online resource (1)
ISBN
9780273743279

Principles of Marketing Pack 5th European Edition Book/Code Package

(1 röst)
Mixed media product, Engelska, 2010-06-17

Slutsåld

Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters.

With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at the major decisions that marketing managers face in their efforts to balance an organisations objectives and resources against needs and opportunities in the global marketplace.

Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Electrolux help to bring the subject alive.
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Innehållsförteckning

Part one   Marketing now

Chapter 1  Marketing  now                                                                                                          

Chapter 2   Sustainable marketing: marketing ethics and social responsibility

Chapter 3   Strategic marketing

Part two   Markets

Chapter 4   The marketing environment

Chapter 5   Consumer markets

Chapter 6   Business-to-business marketing

Chapter 7   Marketing research

Part three   Core strategy

Chapter 8   Relationship marketing

Chapter 9   Segmentation and positioning

Chapter 10   Competitive strategy

Part four   Product

Chapter 11   Product and branding strategy

Chapter 12   New-product development and product life-cycle strategies

Chapter 13   Marketing services

Part five   Price

Chapter 14   Pricing

Part six   Promotion

Chapter 15   Communicating customer value: integrated marketing communications strategy

Chapter 16   Advertising and public relations

Chapter 17   Personal selling and sales promotion

Chapter 18   Direct and online marketing: building direct customer relationships

Part seven   Place

Chapter 19   Managing marketing channels

Chapter 20   The global marketplace

Glossary
Subject index
Company index