| Title : | Essentials of marketing | | Material Type: | printed text | | Authors: | Jim Blythe, Author | | Edition statement: | 2nd Edition | | Publisher: | London : Prentice Hall | | Publication Date: | 2000 | | Pagination: | xvi,274p | | Layout: | ill (b & w) | | Size: | Paperback | | ISBN (or other code): | 978-0-273-64667-9 | | Class number: | 658.8 | | Abstract: | This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing. | | Contents note: | 1. What Do Marketers Do? 2. The Marketing Environment 3. Consumer and Buyer Behaviour 4. Segmentation, Targeting and Positioning 5. Market research 6. Products, Branding and Packaging 7. Pricing strategies 8. Distribution 9. Marketing Communications and Promotional Tools 10. Marketing Planning, Implementation and Control 11. International Marketing 12. Sustainable Marketing |
Essentials of marketing [printed text] / Jim Blythe, Author . - 2nd Edition . - London : Prentice Hall, 2000 . - xvi,274p : ill (b & w) ; Paperback. ISBN : 978-0-273-64667-9 | Class number: | 658.8 | | Abstract: | This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing. | | Contents note: | 1. What Do Marketers Do? 2. The Marketing Environment 3. Consumer and Buyer Behaviour 4. Segmentation, Targeting and Positioning 5. Market research 6. Products, Branding and Packaging 7. Pricing strategies 8. Distribution 9. Marketing Communications and Promotional Tools 10. Marketing Planning, Implementation and Control 11. International Marketing 12. Sustainable Marketing |
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Essentials of marketing
