- Item type
- Book
- Language
- anglais
- Pages
- xxiv, 823 p.
- Edition
- 3rd ed.
- Publication year
- 2001
- ISBN
- 0-07-709613-4
- Content notes
- 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 organizational buying behaviour --- 5. The marketing environment --- 6. Marketing research and information --- 7. Marketing 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. Internet and on-line 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, organization and control --- 20. Marketing services --- 21. International marketing --- Glossary.
"Principles and Practice of Marketing leads the field in European marketing texts. It presents a comprehensive, clear and contemporary introduction to the subject."
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 organizational buying behaviour --- 5. The marketing environment --- 6. Marketing research and information --- 7. Marketing 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. Internet and on-line 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, organization and control --- 20. Marketing services --- 21. International marketing --- Glossary..
