Marketing
(Sprache: Englisch)
An undergraduate textbook offering students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools. It offers practical coverage of marketing topics through providing examples from real life...
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An undergraduate textbook offering students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools. It offers practical coverage of marketing topics through providing examples from real life practitioners and is highly relevant to the student experience.
Klappentext zu „Marketing “
"Marketing" is an undergraduate textbook offering students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools. It offers practical coverage of marketing topics through providing examples from real-life practitioners and is highly relevant to the student experience. The only undergraduate textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution. Draws on students'own experiences throughout to capture the readers'interest when they learn about a new topic. Starts with the basic concepts from classical marketing models and contrasts these with newer perspectives to help students develop knowledge and encourage critical thinking. Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations. Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. Provides multiple-choice questions, web-based research activities, abstracts from seminal papers and study guidelines to help students test their own learning.
Inhaltsverzeichnis zu „Marketing “
PART 1: MARKETING FUNDAMENTALS; 1. Marketing in Society; 2. The Marketing Environment and Competitor Analysis; 3. Marketing Psychology and Consumer Buyer Behaviour; 4. Market Research and Marketing Information Systems; PART 2: PRINCIPLES OF MARKETING MANAGEMENT; 5. Marketing Strategy; 6. Market Segmentation and Positioning; 7. Market Development and International Marketing; 8. Marketing Implementation and Control; PART 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; PART 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; PART 5: CONTEMPORARY MARKETING PRACTICE; 18. New Technology and Marketing; 19. Post-modern Marketing; 20. Marketing Ethics and Corporate Social Responsibility
Bibliographische Angaben
- Autor: Page Baines
- 2008, XXVII, 859 Seiten, mit farbigen Abbildungen, Maße: 19,5 x 26,6 cm, Kartoniert (TB), Englisch
- Verlag: Oxford University Press
- ISBN-10: 0199290431
- ISBN-13: 9780199290437
Sprache:
Englisch
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