Marketing : an introductory text
Material type: TextPublication details: Houndmills, England : Macmillan Business, 1996Edition: 6th edDescription: xvii, 577 pages : illustrationsISBN: 9780333663226 ; 0333663225 ; 9780333663233; 0333663233 Subject(s): MarketingDDC classification: 658.8Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Reference Books | Main Library Reference | Reference | 658.8 BAK (Browse shelf(Opens below)) | Available | 004806 |
Includes index
PART 1: INTRODUCTION: THE CONTEXT OF MARKETING - The Marketing Concept - Environmental Analysis - Marketing Strategy and Management - Marketing Structure, Conduct and Performance - PART 2: THE THEORETICAL UNDERPINNINGS - Demand and Supply - Consumer Behaviour - Organisational Buying Behaviour - Market Segmentation - Patterns of Distribution - PART 3: THE MARKETING MIX - Marketing Research - Product Policy, Planning and Development - Packaging - Pricing and Pricing Policy - Distribution Policy and the Selection of Marketing Channels - Marketing Communications - Advertising - Public Relations - Sales Promotion - Personal Selling and Merchandising - PART 4: MARKETING IN PRACTICE - The Company: Organising for Marketing - Planning for Marketing - The Written Analysis of Cases - Marketing in Foreign Environments - The Marketing of Services - Current Issues and Trends
Revised and adapted in response to changes in teaching and new developments in research. New sections cover topics including: relationship marketing; ethics in marketing; green marketing; total quality management; public relations; and customer care. An LPBB/ELBS edition is available
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