Sinossi
The new edition of Essentials of Marketing synthesises contemporary marketing knowledge to present the fundamental principles that underpin any introductory marketing course, while retaining the core coverage of marketing perspectives, tools, and planning from the previous edition. This edition has been revised to meet the needs of students taking the CIM Marketing Fundamentals examination, for which this text is essential reading.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Contenuti
PrefaceUsing the text: A route mapPart One: Marketing Perspective and Context1. The Marketing Culture2. The Marketing Environment3. Understanding the Behaviour of Customers4. Market segmentation, targeting and positioningPart Two: The Marketing Tools5. Marketing Information Systems and Research6. The product (or service)7. Pricing8. Channels of distribution and logistics9. Marketing communications10. Selling and sales managementPart Three: Marketing Planning and Decision-Making11. Sales Forecasting12. Marketing planning: combining the marketing mixPart Four: Marketing’s Wider Issues13. Customer care and relationship marketing14. International MarketingPart Five: Case Studies15. Undertaking extended case studies16. Undertaking mini case studiesAppendicesAppendix 1: Further strategic marketing planning toolsAppendix 2: Extended case studies: further useful concepts and definitions
Product Description
Book by Lancaster Geoff Massingham Lester
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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Essentials of Marketing 4/e
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Paperback. Condizione: Very Good. Essentials of Marketing 4/e This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 7719-9780077098605
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Essentials of Marketing 4/e
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ISBN 10: 0077098609
ISBN 13: 9780077098605
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Essentials of Marketing
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McGraw-Hill Education, 2001
ISBN 10: 0077098609
ISBN 13: 9780077098605
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Condizione: Good. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Codice articolo 38843384-20
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Paperback. Condizione: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 6545-9780077098605
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Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1200grams, ISBN:9780077098605. Codice articolo 9564765
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Essentials of Marketing
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ISBN 10: 0077098609
ISBN 13: 9780077098605
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