Principles of Marketing with Companion Website with Gradetracker Student Access Card -- Mixed media product （4 Rev ed）

Brassington, Dr. Frances/ Pettitt, Dr. Stephen

Pearson Education Limited（2006/08発売）

ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す

商品コード 9781405846349

Full Description

Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students - leading them painlessly through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'.This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.

Part I- Marketing And Its Environment1. Marketing dynamics2. The European marketing environmentPart II- Customers and Markets3. Consumer behaviour4. B2B buying behaviour5. Segmenting markets6. Marketing information and researchPart III- Product7. Anatomy of a product8. Product management9. New product developmentPart IV-Price10. Pricing, context and concepts11. Pricing strategiesPart V- Place12. Marketing channels and logistics13. Retailers and wholesalersPart VI- Promotion14. Integrated marketing communication15. Advertising16. Sales promotion17. Personal selling and sales management18. Direct marketing and exhibitions19. Public relations and sponsorshipPart VII-Marketing Management20. Strategic Marketing21. Marketing planning, management and control22. Services and non-profit marketing23. International marketing24. E-marketing and new media