Marketing
A Case Study Approach
2nd Edition
Published on 26. June 1997
Book
Paperback/Softback
355 pages
978-1-85805-305-9 (ISBN)
Description
Written for anyone new to the subject of marketing, this is a text for students who are required to learn its principles as part of a business, management or marketing course, such as BTEC HNC/D, the CIM Certificate, Advanced Certificate and Diploma, the Diploma in Management Studies, and MBA. The book is also suitable for people studying part-time or as part of a distance-learning programme in management or marketing-related subjects. This revised edition contains three new and longer cases in the appendix, to supplement the shorter individual cases in each chapter, longer consolidation case studies, and self-test and examination questions.
Written for anyone new to the subject of marketing, this is a text for students who are required to learn its principles as part of a business, management or marketing course, such as BTEC HNC/D, the CIM Certificate, Advanced Certificate and Diploma, the Diploma in Management Studies, and MBA. The book is also suitable for people studying part-time or as part of a distance-learning programme in management or marketing-related subjects. This revised edition contains three new and longer cases in the appendix, to supplement the shorter individual cases in each chapter, longer consolidation case studies, and self-test and examination questions.
Written for anyone new to the subject of marketing, this is a text for students who are required to learn its principles as part of a business, management or marketing course, such as BTEC HNC/D, the CIM Certificate, Advanced Certificate and Diploma, the Diploma in Management Studies, and MBA. The book is also suitable for people studying part-time or as part of a distance-learning programme in management or marketing-related subjects. This revised edition contains three new and longer cases in the appendix, to supplement the shorter individual cases in each chapter, longer consolidation case studies, and self-test and examination questions.
More details
Series
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Edition type
Revised edition
Illustrations
illustrations
Dimensions
Height: 243 mm
Width: 173 mm
Weight
615 gr
ISBN-13
978-1-85805-305-9 (9781858053059)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
11/2000
2nd Edition
Cengage Learning EMEA
€49.70
Article exhausted; check for reprint
Previous edition
Book
06/1995
Cengage Learning EMEA
€33.61
Article exhausted; check for reprint
Content
Preface: The approach of this book and how to use it. Unit 1: what is marketing? unit 2: planning for marketing; unit 3: the marketing context; unit 4: customers and competitors; unit 5: customer behaviour; unit 6: marketing research; unit 7: marketing strategy; unit 8: products - characteristics and strategies; unit 9 pricing -influences, strategies and methods; unit 10: promotions - marketing communication and selling; unit 11: promotions II - advertising, sales promotions and public relations; unit 12: place - marketing channels; unit 13: the application of marketing; unit 14: further case studies. Appendix: self-test and examination questions.