Principles & Practice Of Marketing

Heftet / 2001 / Engelsk

Produktdetaljer

ISBN13
9780077096137
Publisert
2001
Utgave
3. utgave
Utgiver
Vendor
McGraw-Hill Inc.,US
Aldersnivå
05, UU
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
680
Vekt
1814 gr
Høyde
262 mm
Bredde
196 mm
Tykkelse
36 mm
Se alle
Forfatter

Principles & Practice Of Marketing

Heftet / 2001 / Engelsk
Principles and Practice of Marketing has long been recognised as providing an authoritative and comprehensive introduction to the study of marketing. This third edition of the best selling introductory marketing textbook has been fully revised, retaining the rigour, clarity and readable style that has helped to make it so successful. The new edition features a brand new chapter on the Internet and Online Marketing, bringing the text fully up-to-date with recent developments in e-commerce. Students are provided with numerous examples, new contemporary cases and questions, and the addition of Internet Exercises in each chapter allows students to explore marketing in more detail over the web. There is also expanded coverage of marketing ethics and relationship marketing integrated throughout the book. The new edition will be supported with an Online Learning Centre website, providing lecturers and students with a comprehensive range of downloadable teaching and learning materials to accompany the book. This will include extra case material from the UK, Eire and Europe, self-test questions, lecture and revision notes, weblinks and more.
Les mer
Linking theory to marketing practice, this third edition takes into account the modern emphasis on direct marketing and relationship marketing. It covers four main areas: fundamentals of modern marketing thought; marketing mix decisions; competition and markets; and marketing implementation.
Les mer
Part 1. Fundamentals of Modern Marketing Thought. 1. Marketing in the Modern Firm. 2. Marketing Planning: An Overview of Marketing.3. Understanding Consumer Behaviour. 4. Understanding Organisational Behaviour. 5. The Marketing Environment. 6. Marketing Research and Information Systems. 7. Market Segmentation and Positioning. Part 2. Marketing Mix Decision. 8. Managing Products. 9. Developing New Products. 10. Pricing Strategy. 11. Advertising. 12. Personal Selling and Sales Management. 13. Direct Marketing. 14. Online Marketing. 15. Other Promotional Mix Methods. 16. Distribution. Part 3. Competition and Marketing.17. Analysing Competitors and Creating a Competitive Advantage. 18. Competitive Marketing Strategy. Part 4. Marketing Implementation and Application. 19. Managing Marketing Implementation, Organisation and Control. 20. Marketing Services. 21. International Marketing.
Les mer
David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.
Les mer
Nettpris:
520,-
Levering 3-20 dager

Produktdetaljer

ISBN13
9780077096137
Publisert
2001
Utgave
3. utgave
Utgiver
Vendor
McGraw-Hill Inc.,US
Aldersnivå
05, UU
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
680
Vekt
1814 gr
Høyde
262 mm
Bredde
196 mm
Tykkelse
36 mm
Se alle
Forfatter