- Item type
- Book
- Language
- anglais
- Pages
- xxxiv, 954 p.
- Edition
- 4th European ed.
- Publication year
- 2004
- ISBN
- 0-273-68456-6
- Content notes
- PART ONE: MARKETING NOW --- 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING --- 3. The marketing environment --- 4. Marketing in the Internet age --- 5. Marketing and society: social --- 6. The global marketplace --- PART THREE: MARKETS --- 7. Consumer markets --- 8. Business-to-business marketing --- 9. Marketing research --- PART FOUR: CORE STRATEGY --- 10. Segmentation and positioning --- 11. Relationship marketing ---12. Competitive strategy --- PART FIVE: PRODUCT --- 13. Product and branding strategy --- 14. New-product development and product life-cycle strategies --- 15. Marketing services --- PART SIX: PRICE --- 16. Pricing --- PART SEVEN: PROMOTION --- 17. Integrated marketing communication strategy --- 18. Advertising, sales promotion and public relations --- 19. Personal selling and direct marketing --- PART EIGHT: PLACE --- 20. Managing marketing channels.
"Delivering a practical and managerial approach to the subject, this book provides an introduction to marketing principles. It contains examples and applications which explain the major decisions marketing managers face. It also features marketing insights and concluding concept cases that reflect the growing influence of e-commerce." - from worldcat.
PART ONE: MARKETING NOW --- 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING --- 3. The marketing environment --- 4. Marketing in the Internet age --- 5. Marketing and society: social --- 6. The global marketplace --- PART THREE: MARKETS --- 7. Consumer markets --- 8. Business-to-business marketing --- 9. Marketing research --- PART FOUR: CORE STRATEGY --- 10. Segmentation and positioning --- 11. Relationship marketing ---12. Competitive strategy --- PART FIVE: PRODUCT --- 13. Product and branding strategy --- 14. New-product development and product life-cycle strategies --- 15. Marketing services --- PART SIX: PRICE --- 16. Pricing --- PART SEVEN: PROMOTION --- 17. Integrated marketing communication strategy --- 18. Advertising, sales promotion and public relations --- 19. Personal selling and direct marketing --- PART EIGHT: PLACE --- 20. Managing marketing channels..
