Introduction to Marketing
2nd Edition
Published in September 1995
Book
Paperback/Softback
226 pages
978-0-00-499019-4 (ISBN)
Description
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.
More details
Series
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
HarperCollins Publishers
Target group
Primary & secondary/elementary & high school
College/higher education
Adult education
Edition type
Revised edition
Illustrations
illustrations
Dimensions
Height: 230 mm
Weight
506 gr
ISBN-13
978-0-00-499019-4 (9780004990194)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
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.