This practical and comprehensive text provides students with a clear and succinct overview of marketing. New European examples give the text an international flavour. Key features of the text include: chapters on non-profit marketing and ethics in marketing; informaiton on all the major UK laws that affect marketers, in addition to the governmental regulatory bodies; and European examples - British Airways and Mars, popular international companies such as Reebok.
Reihe
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für Grundschule und weiterführende Schule
Für höhere Schule und Studium
Für die Erwachsenenbildung
Editions-Typ
Illustrationen
Maße
Gewicht
ISBN-13
978-0-00-499019-4 (9780004990194)
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Schweitzer Klassifikation
An overview of marketing; marketing management; the marketing environment; finding and selecting markets; consumer and organizational buying behaviour; research and information systems; product management and new product development; marketing channels and retailing; wholesaling; physical distribution; pricing - strategies and determinants; promotion; personal selling; advertising, public relations and sales promotion; marketing planning; international marketing; services and non-profit marketing; marketing and society.
