Principles and Practice of Marketing

Kombinasjonsprodukt / 2006 / Engelsk

Produktdetaljer

ISBN13
9780077122270
Publisert
2006
Utgave
5. utgave
Utgiver
Vendor
McGraw Hill Higher Education
Aldersnivå
05, U
Språk
Product language
Engelsk
Format
Product format
Kombinasjonsprodukt
Vekt
2249 gr
Høyde
266 mm
Bredde
193 mm
Tykkelse
45 mm
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Forfatter

Principles and Practice of Marketing

Kombinasjonsprodukt / 2006 / Engelsk
Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level. The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research. Free Vital Source Digital Textbook included in this package Utilising the Vital Source platform, McGraw-Hill/Open University Press are making a number of key titles available in a digital format. Using this platform, students are able to truly personalise their book. The student can highlight important sections of the book during the course or in preparation for an exam. Students can also make notes and attach them directly to the book content, they also have the option to share notes with classmates to further improve their understanding. And that's not all. Instructors will also have access to the digital version which allows them to add their own notes to the book for students to view. Instructors can also set questions for their students at specific points in the book to encourage class discussion or as tutorial assignments. If you would like to know more about the books available in this digital format, or would like to see a demonstration, please contact your local representative.
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Principles and Practice of Marketing
Part 1: Fundamentals of Modern Marketing Thought 1. Marketing in the modern organization 2. Marketing planning: an overview of marketing Part 2: Marketing Analysis 3. The marketing environment 4. Understanding consumer behaviour 5. Understanding organizational buying behaviour 6. Understanding marketing ethics and corporate social responsibility 7. Marketing research 8. Market segmentation and positioning Part 3: Marketing Mix Decisions Product 9. Managing products: brand and corporate identity management 10. Managing products: product life cycle, portfolio planning and product growth strategies 11. Developing new products Price 12. Pricing Promotion 13. Advertising 14. Personal selling and sales management 15. Direct marketing 16. Other promotional mix methods Place 17. Distribution Spanning the marketing mix 18 Digital marketing Part 4: Competition and marketing 19. Analysing competitors and creating a competitive advantage 20. Competitive marketing strategy Part 5: Marketing Implementation and Application 21. Managing marketing implementation, organization and control 22. Services marketing 23. International marketing
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David Jobber is Professor of Marketing at the University of Bradford Business School.
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Produktdetaljer

ISBN13
9780077122270
Publisert
2006
Utgave
5. utgave
Utgiver
Vendor
McGraw Hill Higher Education
Aldersnivå
05, U
Språk
Product language
Engelsk
Format
Product format
Kombinasjonsprodukt
Vekt
2249 gr
Høyde
266 mm
Bredde
193 mm
Tykkelse
45 mm
Se alle
Forfatter