Introduction to Marketing: Theory and Practice
(Sprache: Englisch)
Introduction to Marketing provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
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Introduction to Marketing provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
Inhaltsverzeichnis zu „Introduction to Marketing: Theory and Practice “
PART ONE: MARKETING: THE FUNDAMENTALS; 1. What is Marketing?; 2. The Marketing Environment; 3. Responsible Marketing; PART TWO: UNDERSTANDING CUSTOMERS; 4. Buyer Behaviour and Relationship Development; 5. Marketing Research; 6. Segmentation, Targeting and Positioning; PART THREE: DEVELOPING THE MARKETING MIX; 7. Developing a Sustainable Competitive Advantage; 8. Developing the Product; 9. Pricing; 10. Marketing Communications; 11. Developing the Promotion Mix; PART FOUR: BRINGING IT TOGETHER; 12. Managing the Marketing Effort; 13. Global Marketing
Bibliographische Angaben
- Autor: Adrian Palmer
- 2009, 551 Seiten, Maße: 18,8 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: OXFORD UNIV PR
- ISBN-10: 0199557446
- ISBN-13: 9780199557448
Sprache:
Englisch
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