Principles and Practice of Marketing, w. CD-ROM
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(Sprache: Englisch)
Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new...
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Principles & Practice of Marketing, 5th edition is the ultimate learning resource for all marketing students, demonstrating the essential marketing principles in an accessible and relevant manner. With its established authority and reputation, the new edition of this best-selling textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.
The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research.
The fifth edition continues to lead the marketing field with new coverage on emerging topics led by contemporary practice and informed by recent research.
Klappentext zu „Principles and Practice of Marketing, w. CD-ROM “
The essential text for all marketing students. With its established authority and reputation, this new edition is the ideal text for marketing modules at undergraduate, MA or MBA level.
Inhaltsverzeichnis zu „Principles and Practice of Marketing, w. CD-ROM “
Part 1: Fundamentals of Modern Marketing Thought 1. Marketing in the modern organization 2. Marketing planning: an overview of marketing Part 2: Marketing Analysis 3. The marketing environment 4. Understanding consumer behaviour 5. Understanding organizational buying behaviour 6. Understanding marketing ethics and corporate social responsibility 7. Marketing research 8. Market segmentation and positioning Part 3: Marketing Mix Decisions Product 9. Managing products: brand and corporate identity management 10. Managing products: product life cycle, portfolio planning and product growth strategies 11. Developing new products Price 12. Pricing Promotion 13. Advertising 14. Personal selling and sales management 15. Direct marketing 16. Other promotional mix methods Place 17. Distribution Spanning the marketing mix 18 Digital marketing Part 4: Competition and marketing 19. Analysing competitors and creating a competitive advantage 20. Competitive marketing strategy Part 5: Marketing Implementation and Application 21. Managing marketing implementation, organization and control 22. Services marketing 23. International marketing
Autoren-Porträt von David Jobber
David Jobber is Professor of Marketing at the University of Bradford Business School.
Bibliographische Angaben
- Autor: David Jobber
- 2006, 5th revised edition, XXXI, 1022 Seiten, Maße: 19,5 x 26,5 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0077122275
- ISBN-13: 9780077122270
Sprache:
Englisch
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