Marketing: Essential Principles, New Realities - Softcover

Inhaltsangabe

Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:

introduction;

learning objectives;

chapter sub headings - key issues;

chapter summary;

exercises and questions for review and critical thinking.

At the end of the book there are additional notes and references to support student learning.

Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.

FREE CD ROM FOR LECTURERS

The authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher.

CONTENTS

Introduction

What is marketing?

The business and marketing environment

Ethical marketing and social responsibility

Buyer behaviour

Segmenting, positioning and targeting

Marketing research

Marketing and strategy

Products and brands

Price and pricing strategies

Promotion part 1

Promotion part 2

People, physical evidence and process

Placement, distribution and logistics

Marketing across borders: the international dimension

Application: bringing the elements together

Notes

Reference

Index

Please view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt

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