Marketing Essentials
(Sprache: Englisch)
Sally Dibb and Lyndon Simkin are a world-renowned author team. Their textbook Marketing: Concepts and Strategies has long been considered the introduction for students on principles of marketing courses. Now streamlined and made suitable for shorter...
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Klappentext zu „Marketing Essentials “
Sally Dibb and Lyndon Simkin are a world-renowned author team. Their textbook Marketing: Concepts and Strategies has long been considered the introduction for students on principles of marketing courses. Now streamlined and made suitable for shorter courses, Marketing Essentials brings Dibb and Simkin s well-established insight and accessible yet academically rigorous material to a new generation of students. Each chapter has been fully updated with topical, theoretical and practical material, lively examples, the views of practitioners and high quality graphics to aid students' understanding of marketing. A wealth of additional support is available to tutors and students on-line.
Inhaltsverzeichnis zu „Marketing Essentials “
PART 1: MARKETING DEFINED AND MARKETING IN CONTEXT. 1. The Marketing Concept 2. Marketing Strategy PART 2: UNDERSTANDING MARKETS. 3. The Marketing Environment 4. Consumer Buying Behaviour 5. Business Markets and Business Buying Behaviour 6. Segmenting Markets, Targeting and Positioning 7. Marketing Research PART 3. DEVELOPING MARKETING PROGRAMMES. 8. Product Decisions 9. Developing Products and Managing Product Portfolios 10. The Marketing of Services 11. Marketing Channels 12. Pricing Concepts 13. An Overview of Marketing Communications 14. Branding
Bibliographische Angaben
- Autoren: Sally Dibb , Lyndon Simkin
- 2008, 480 Seiten, mit farbigen Abbildungen, Maße: 25,5 cm, Kartoniert (TB), Englisch
- Verlag: Cengage Learning EMEA
- ISBN-10: 1408011506
- ISBN-13: 9781408011508
Sprache:
Englisch
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