| Title : | Essentials of marketing | | Material Type: | printed text | | Authors: | Jim Blythe, Author | | Edition statement: | 4th ed. | | Publisher: | New York : Financial Times Prentice Hall | | Publication Date: | 2008 | | Pagination: | xx, 335 p. | | Layout: | ill. (col.) | | Size: | 25 cm | | ISBN (or other code): | 978-0-273-71736-2 | | General note: | This book is aimed at undergraduates taking an introductory marketing course. | | Class number: | 658.8 | | Abstract: | Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. The 4th edition has been thoroughly re-written to include the new 7 C's framework The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader. | | Contents note: | List of tables; List of figures; Preface; Acknowledgements;
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. Services marketing; 12. Sustainable marketing; Glossary; Index |
Essentials of marketing [printed text] / Jim Blythe, Author . - 4th ed. . - New York : Financial Times Prentice Hall, 2008 . - xx, 335 p. : ill. (col.) ; 25 cm. ISBN : 978-0-273-71736-2 This book is aimed at undergraduates taking an introductory marketing course. | Class number: | 658.8 | | Abstract: | Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. The 4th edition has been thoroughly re-written to include the new 7 C's framework The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader. | | Contents note: | List of tables; List of figures; Preface; Acknowledgements;
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. Services marketing; 12. Sustainable marketing; Glossary; Index |
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Essentials of marketing
