- Item type
- Book
- Language
- anglais
- Pages
- xxxiii, 756 p. : ill. (some col.)
- Edition
- 2nd ed.
- Publication year
- 2011
- Contributors
- ISBN
- 0199579617
- Content notes
- PART 1: MARKETING FUNDAMENTALS --- 1. Marketing principles and society --- 2. The marketing environment --- 3. Consumer behaviour --- 4. Marketing research --- PART 2: PRINCIPLES OF MARKETING MANAGEMENT --- 5. Marketing strategy --- 6. Market segmentation and positioning --- 7. International market development --- PART 3: THE MARKETING MIX PRINCIPLE --- 8. Developing products and brands --- 9. Price decisions --- 10. An introduction to marketing communications --- 11. Marketing communications: tools, media and planning --- 12. Retailing and channel management --- PART 4: PRINCIPLES OF RELATIONAL MARKETING --- 13. Services marketing --- 14. Business-to-business marketing --- 15. Relationship marketing --- 16. Not-for-profit marketing --- PART 5: CONTEMPORARY MARKETING PRACTICE --- 17. Digital marketing --- 18. Postmodern marketing --- 19. Marketing, sustainability and ethics.
"This text combines a lively writing style with a diverse range of electronic tools guaranteed to excite and stimulate. Through providing interviews with real-life practitioners from organizations such as Innocent, Orange, HMV, and Oxfam, students hear first hand what top marketers actually do and how they tackle the decisions they have to make" --- from Worldcat.
PART 1: MARKETING FUNDAMENTALS --- 1. Marketing principles and society --- 2. The marketing environment --- 3. Consumer behaviour --- 4. Marketing research --- PART 2: PRINCIPLES OF MARKETING MANAGEMENT --- 5. Marketing strategy --- 6. Market segmentation and positioning --- 7. International market development --- PART 3: THE MARKETING MIX PRINCIPLE --- 8. Developing products and brands --- 9. Price decisions --- 10. An introduction to marketing communications --- 11. Marketing communications: tools, media and planning --- 12. Retailing and channel management --- PART 4: PRINCIPLES OF RELATIONAL MARKETING --- 13. Services marketing --- 14. Business-to-business marketing --- 15. Relationship marketing --- 16. Not-for-profit marketing --- PART 5: CONTEMPORARY MARKETING PRACTICE --- 17. Digital marketing --- 18. Postmodern marketing --- 19. Marketing, sustainability and ethics..
