Marketing: Principles and Practice / Edition 4

Marketing: Principles and Practice / Edition 4

by Dennis Adcock, Caroline Ross, Al Halborg
     
 

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. See more details below

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)

Meet the Author

Table of Contents

Preface
Acknowledgements
1What is marketing1
2Marketing orientations15
3The marketing environment29
4E-business - the technology53
5The competitive environment63
6Buyer behaviour75
7Organisational buyer behaviour97
8Customers, market segmentation and targeting116
9Marketing information135
10The marketing offering - the fundamental link between a supplier and its customers154
11Products and services - the acceptability factor in marketing182
12Branding and building relationships with customers206
13Making products available230
14Affordable offerings - price and value252
15Communications and promotional planning273
16Advertising294
17Direct and online marketing313
18Sales promotion, PR and related activities326
19Selling348
20Product policy and new product development372
21Marketing planning401
22Research for marketing425
23Organising marketing analysis441
24Consumerism, ethics and social responsibility457
25International marketing469
26Marketing in action480
App. 1Glossary of marketing terms500
App. 2The use of short case studies for studying marketing principles and practice508
Index511

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