| Title : | Marketing : a brief introduction / | | Material Type: | printed text | | Authors: | David Stokes ; Wendy Lomax | | Publisher: | London : Thomson | | Publication Date: | 2008 | | Pagination: | xvi, 448 p. | | Layout: | col. ill. | | Size: | 25 cm | | ISBN (or other code): | 978-1-84480-552-5 | | Class number: | 658.8 | | Abstract: | The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing." Frances Ekwulugo, University of Westminster Marketing, a brief introduction is an accessible and engaging introduction to the practice and theory of marketing. The book is based on an active learning approach which is demonstrated through a series of short case studies, practical examples and activities which encourages students to draw upon their own experiences. Marketing principles are effectively applied to a wide variety of contemporary contexts: entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing. As an introductory text it is written for students fresh into the study of marketing. It can be used in the classroom by students following full or part-time business and management courses at university or college but is also suitable for those studying at home as part of a distance learning program or for their own interest and self-development. | | Contents note: | Part 1 Marketing Principles and Analysis: 1. What is Marketing; 2. The Marketing Context; 3. Customers and competitors; 4. Buyer behaviour; 5. Marketing research.
Part 2 The Implementation of Marketing Strategies: 6. Marketing strategy; 7. Products: characteristics and strategies; 8. Pricing: influences, strategies and methods; 9. Promotions I: marketing communications; 10. Promotions II: impersonal marketing communications; 11. Place: marketing channels; 12. Marketing decisions and planning. |
Marketing : a brief introduction / [printed text] / David Stokes ; Wendy Lomax . - London : Thomson, 2008 . - xvi, 448 p. : col. ill. ; 25 cm. ISBN : 978-1-84480-552-5 | Class number: | 658.8 | | Abstract: | The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing." Frances Ekwulugo, University of Westminster Marketing, a brief introduction is an accessible and engaging introduction to the practice and theory of marketing. The book is based on an active learning approach which is demonstrated through a series of short case studies, practical examples and activities which encourages students to draw upon their own experiences. Marketing principles are effectively applied to a wide variety of contemporary contexts: entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing. As an introductory text it is written for students fresh into the study of marketing. It can be used in the classroom by students following full or part-time business and management courses at university or college but is also suitable for those studying at home as part of a distance learning program or for their own interest and self-development. | | Contents note: | Part 1 Marketing Principles and Analysis: 1. What is Marketing; 2. The Marketing Context; 3. Customers and competitors; 4. Buyer behaviour; 5. Marketing research.
Part 2 The Implementation of Marketing Strategies: 6. Marketing strategy; 7. Products: characteristics and strategies; 8. Pricing: influences, strategies and methods; 9. Promotions I: marketing communications; 10. Promotions II: impersonal marketing communications; 11. Place: marketing channels; 12. Marketing decisions and planning. |
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