- Item type
- Book
- Language
- anglais
- Pages
- vii, 539 p.
- Edition
- 3rd ed
- Publication year
- 1999
- ISBN
- 0-07-709437-9
- Content notes
- PART ONE: MARKETING PERSPECTIVE --- 1. Marketing- origins and development --- 2. The marketing environment --- 3. Marketing and customer --- 4. Marketing decisions --- PART TWO: INFORMATIONS FOR MARKETING DECISIONS --- 5. Marketing information systems and research --- 6. Sales forecasting --- 7. Selection of market --- PART THREE: THE MARKETING MIX --- 8. The product (or service) --- 9. Pricing --- 10. Channels of distribution and logistics --- 11. Marketing communications --- 12. Selling and sales management --- 13. Managing the marketing mix: marketing planning --- PART FOUR: MARKETING WIDER ISSUES --- 14. International marketing --- 15. Social, legal and environmental aspects of marketing --- PART FIVE: CASE STUDIES --- 16. An introduction to case studies --- 17. Marketing case study examination --- 18. Case study with specimen answer: Fisher plc --- 19. Case study with specimen answer: A.& C Watson Ltd --- 20. Case study with specimen answer: Apex Leisure Ltd.
"Essentials of marketing remains widely recognized as the ideal introduction to the fundamental principles and practice of marketing, omitting the heavy jargon often associated with the subject. Essentials of Marketing, Third Edition has been thoroughly updated, particularly with respect to segmentation and buyer behaviour. It now includes state-of-the-art topics such as relationship marketing and portfolio techniques. The new edition is written with more emphasis on a UK/European perspective and refers to EU developments.” – from back cover.
PART ONE: MARKETING PERSPECTIVE --- 1. Marketing- origins and development --- 2. The marketing environment --- 3. Marketing and customer --- 4. Marketing decisions --- PART TWO: INFORMATIONS FOR MARKETING DECISIONS --- 5. Marketing information systems and research --- 6. Sales forecasting --- 7. Selection of market --- PART THREE: THE MARKETING MIX --- 8. The product (or service) --- 9. Pricing --- 10. Channels of distribution and logistics --- 11. Marketing communications --- 12. Selling and sales management --- 13. Managing the marketing mix: marketing planning --- PART FOUR: MARKETING WIDER ISSUES --- 14. International marketing --- 15. Social, legal and environmental aspects of marketing --- PART FIVE: CASE STUDIES --- 16. An introduction to case studies --- 17. Marketing case study examination --- 18. Case study with specimen answer: Fisher plc --- 19. Case study with specimen answer: A.& C Watson Ltd --- 20. Case study with specimen answer: Apex Leisure Ltd..
