- Item type
- Book
- Language
- anglais
- Pages
- xx, 876 p.
- Edition
- 4th European ed.
- Publication year
- 2001
- ISBN
- 0-395-96244-7
- Content notes
- PART 1: MARKETING DEFINED --- 1. An overview of the marketing concept --- 2. The marketing environment --- 3. Marketing in international markets --- PART 2: UNDERSTANDING AND TARGETING MARKETS --- 4. Consumer buying behaviour --- 5. Organisational markets and Business-to-Business buying --- 6. Marketing research and information systems --- 7. Segmenting markets, targeting and positioning --- PART 3: PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS --- 8. Product decisions --- 9. Branding and packaging --- 10. Developing and managing products --- 11. The marketing of services --- PART 4: PLACE (DISTRIBUTION AND CHANNEL) DECISIONS --- 12. Marketing channels --- 13. Wholesalers, distributors and physical distribution --- 14. Retailing --- PART 5: PROMOTION DECISIONS --- 15. Promotion: an overview --- 16. Advertising, public relations and sponsorship --- 17. Personal selling, sales promotion, direct mail, the internet and direct mailing ---PART 6: PRICING DECISIONS --- 18. Pricing concepts --- 19. Setting prices --- PART 7: MANIPULATING THE MARKETING MIX --- 20. Modifying the marketing mix for various markets --- PART 8: MARKETING MANAGEMENT --- 21. Marketing strategy --- 22. Marketing planning and forecasting sales potential --- 23. Implementing strategies, internal marketing relationships and measuring performance --- 24. Marketing ethics and social responsibility.
"Derived from the American text by Pride and Ferrell, this marketing textbook features integration of product and market examples, statistics and practices. The coverage, examples, cases and updates are addressed to the contemporary European student." - from worldcat.
PART 1: MARKETING DEFINED --- 1. An overview of the marketing concept --- 2. The marketing environment --- 3. Marketing in international markets --- PART 2: UNDERSTANDING AND TARGETING MARKETS --- 4. Consumer buying behaviour --- 5. Organisational markets and Business-to-Business buying --- 6. Marketing research and information systems --- 7. Segmenting markets, targeting and positioning --- PART 3: PRODUCT, BRANDING, PACKAGING AND SERVICE DECISIONS --- 8. Product decisions --- 9. Branding and packaging --- 10. Developing and managing products --- 11. The marketing of services --- PART 4: PLACE (DISTRIBUTION AND CHANNEL) DECISIONS --- 12. Marketing channels --- 13. Wholesalers, distributors and physical distribution --- 14. Retailing --- PART 5: PROMOTION DECISIONS --- 15. Promotion: an overview --- 16. Advertising, public relations and sponsorship --- 17. Personal selling, sales promotion, direct mail, the internet and direct mailing ---PART 6: PRICING DECISIONS --- 18. Pricing concepts --- 19. Setting prices --- PART 7: MANIPULATING THE MARKETING MIX --- 20. Modifying the marketing mix for various markets --- PART 8: MARKETING MANAGEMENT --- 21. Marketing strategy --- 22. Marketing planning and forecasting sales potential --- 23. Implementing strategies, internal marketing relationships and measuring performance --- 24. Marketing ethics and social responsibility..
