| Title : | Marketing | | Material Type: | printed text | | Authors: | Elizabeth Hill, Author ; Terry O'Sullivan, Author | | Edition statement: | 2nd Edition | | Publisher: | London : Longman | | Publication Date: | 1999 | | Pagination: | xi, 428 p | | Layout: | ill. (b & w) | | Size: | 25 cm | | ISBN (or other code): | 978-0-582-36937-5 | | Class number: | 658.8 | | Abstract: | Marketing 2nd edition provides concise yet comprehensive coverage of both theory and practice to introduce students to the fundamental principals of this important and exciting subject. Using exercises, examples and case studies, featuring well known brands and organisations, Marketing gives the reader an understanding of how marketing theories are relevant and important to all our lives. 'Marketing' is deisigned for students at any level who are studying the subject for the first time. | | Contents note: | Axknowledgements; Chapter 1 Introduction to marketing; Chapter 2 Marketing in the real world; Chapter 3 The Marketing Environment; Chapter 4 Buyer Behaviour; Chapter 5 Marketing Research; Chapter 6 Target Marketing; Chapter 7 Product; Chapter 8 New Product Development; Chapter 9 Price l; Chapter 10 Distribution; Chapter 11 Promotion - Introduction, advertising an direct marketing; Chapter 12 Promotion - selling, sales, promotion and public relations; Chapter 13 International Marketing; Chapter 14 Strategic Marketing Management; Appendix: Answers to self-check questions; Index |
Marketing [printed text] / Elizabeth Hill, Author ; Terry O'Sullivan, Author . - 2nd Edition . - London : Longman, 1999 . - xi, 428 p : ill. (b & w) ; 25 cm. ISBN : 978-0-582-36937-5 | Class number: | 658.8 | | Abstract: | Marketing 2nd edition provides concise yet comprehensive coverage of both theory and practice to introduce students to the fundamental principals of this important and exciting subject. Using exercises, examples and case studies, featuring well known brands and organisations, Marketing gives the reader an understanding of how marketing theories are relevant and important to all our lives. 'Marketing' is deisigned for students at any level who are studying the subject for the first time. | | Contents note: | Axknowledgements; Chapter 1 Introduction to marketing; Chapter 2 Marketing in the real world; Chapter 3 The Marketing Environment; Chapter 4 Buyer Behaviour; Chapter 5 Marketing Research; Chapter 6 Target Marketing; Chapter 7 Product; Chapter 8 New Product Development; Chapter 9 Price l; Chapter 10 Distribution; Chapter 11 Promotion - Introduction, advertising an direct marketing; Chapter 12 Promotion - selling, sales, promotion and public relations; Chapter 13 International Marketing; Chapter 14 Strategic Marketing Management; Appendix: Answers to self-check questions; Index |
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