Marketing
3rd Edition
Published on 23. May 2002
Book
Hardback
376 pages
978-0-8264-5858-2 (ISBN)
Description
A new edition of a book originally published in 1994. The new edition updates basic information and contains new case studies of different lengths, including several shorter ones. It gives greater emphasis to exporting and international business, and e-commerce.
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
890 gr
ISBN-13
978-0-8264-5858-2 (9780826458582)
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