ESCP Europe

Item type

Book

Language

English

Publication year

2008

Edition no.

5th European ed.

"With global examples and completely up-to-date with the latest marketing techniques, 'Principles of Marketing' looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace" by Worldcat.

PART ONE: MARKETING NOW --- 1. Marketing now --- 2 Sustainable marketing: marketing ethics and social responsibility --- 3 Strategic marketing --- PART TWO: MARKETS --- 4 The marketing environment --- 5 Consumer markets --- 6 Business-to-business marketing --- 7 Marketing research --- PART THREE: CORE STRATEGY --- 8 Relationship marketing --- 9 Segmentation and positioning --- 10 Competitive strategy --- PART FOUR: PRODUCT --- 11 Product and branding strategy --- 12 New-product development and product life-cycle strategies --- 13 Marketing services --- PART FIVE: PRICE --- 14 Pricing --- PART SIX: PROMOTION --- 15 Communicating customer value: integrated marketing communications strategy --- 16 Advertising and public relations --- 17 Personal selling and sales promotion --- 18 Direct and online marketing: building direct customer relationships --- PART SEVEN: PLACE --- 19 Managing marketing channels --- 20 The global marketplace.