Marketing
3rd Edition
Published on 9. May 2002
Book
Paperback/Softback
376 pages
978-0-8264-5680-9 (ISBN)
Description
Widely-used textbook, now in its third edition. New sections cover exporting and international business as well as e-commerce. Provides a unique resource: numerous short case studies, marketing principles applied to diverse contexts (including private, public and not-for profit sectors), and concisely expressed concepts.
More details
Edition
3rd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Edition type
Revised edition
Illustrations
index
Dimensions
Height: 244 mm
Width: 169 mm
Weight
720 gr
ISBN-13
978-0-8264-5680-9 (9780826456809)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
11/2000
2nd Edition
Cengage Learning EMEA
€49.70
Article exhausted; check for reprint
Content
1. What is marketing? 2. Planning for marketing; 3. The marketing context; 4. Customers and competitors; 5. Customer behaviour; 6. Marketing research; 7. Marketing strategy; 8. Products: characteristics and strategies; 9. Pricing: influences, strategies, methods; 10. Promotions 1: marketing, communications and selling; 11. Promotions II: advertising, sales promotions and public relations; 12. Place: marketing channels; 13. The application of marketing; 14. Further case studies; Appendix: self-test and examination questions; Index