Marketing: Principles and Practice / Edition 4

Marketing: Principles and Practice / Edition 4

by Dennis Adcock, Caroline Ross, Al Halborg
     
 

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ISBN-10: 027364677X

ISBN-13: 9780273646778

Pub. Date: 04/27/2001

Publisher: Pearson Higher Education

This introduction to marketing explains core principles in the context of organizations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasizing the practical aspects of the subject.

Overview

This introduction to marketing explains core principles in the context of organizations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasizing the practical aspects of the subject.

Product Details

ISBN-13:
9780273646778
Publisher:
Pearson Higher Education
Publication date:
04/27/2001
Edition description:
REV
Pages:
545
Product dimensions:
7.44(w) x 9.69(h) x (d)

Table of Contents

What Is Marketing?
The Marketing Environment
Electronic And Internet Environment
The Competitive Environment
Buyer Behaviour
Organizational Buyer Behaviour
Customers, Market Segmentation And Targeting
Marketing Information
The Marketing Offering
Product - The Fundamental Marketing Offering
Making Products Available
Affordability - Price, Quality, Value
Keeping Offering Relevant And Building Relationships That Last
Communications Choice
Advertising
Direct And Online Marketing
Sales Promotion
Selling
Marketing Planning And Product Policy
Product Analysis And New Product Development.

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