Marketing Principles and Practice,9780273646778

Marketing Principles and Practice

by ; ;
Edition: 4th
ISBN13: 9780273646778
ISBN10: 027364677X
Format: Paperback
Pub. Date: 2001-10-01
Publisher(s): Trans-Atlantic Pubns
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Summary

Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.

Table of Contents

What is Marketing?
Products, Services and Benefits
The Marketing Environment
The Competitive Environment
Buyer Behaviour
Organisational Buyer Behaviour
Customers, Market Segmentation and Targeting
Marketing Information
The Market Offering
Product xxx
The Fundamental Marketing Concept
Intangible Products and Building Relationships that Last
Making Products Available
Price, Quality and Value
Marketing Communications and Media
Promotional Planning
Advertising and Direct Marketing
Publicity, Sales Promotion and Sponsorship
Selling
Marketing Planning and Product Policy
Product Analysis and New Product Development
Research for Marketing
Organising for Marketing
Consumerism, Ethics and Social Responsibility
International Marketing
Marketing in Action
Table of Contents provided by Publisher. All Rights Reserved.

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