| Description |
xxv, 859 pages : illustrations (some color) ; 27 cm |
| Contents |
Pt. 1. Marketing Fundamentals -- 1. Marketing Principles in Society -- 2. The Marketing Environment and Competitor Analysis -- 3. Marketing Psychology and Consumer Buyer Behaviour -- 4. Market Research and Marketing Information Systems -- Pt. 2. Principles of Marketing Management -- 5. Marketing Strategy -- 6. Market Segmentation and Positioning -- 7. Market Development and International Marketing -- 8. Marketing Implementation and Control -- Pt. 3. The Marketing Mix Principle -- 9. Products, Services and Branding Decisions -- 10. Price Decisions -- 11. An Introduction to Marketing Communications -- 12. Marketing Communications: Tools and Techniques -- 13. Managing Marketing Communications: Planning and Implementation -- 14. Retailing and Channel Management -- Pt. 4. Principles of Relational Marketing -- 15. Services Marketing and Non-profit Marketing -- 16. Business-to-Business Marketing and Key Account Management -- 17. Relationship Marketing and Customer Service Management -- Pt. 5. Contemporary Markteing Practice -- 18. New Technology and Marketing -- 19. Post-modern Marketing -- 20. Marketing Ethics |
| Summary |
"Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing.
|
| Author |
Fill, Chris.
|
|
Page, Kelly, 1974-
|
| LC no. |
2008003363 |
| ISBN |
9780199290437 |
|
0199290431 |
|
