| 000 -LEADER |
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| fixed length control field |
01379nam a2200241 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
141008n 000 0 eng d |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
978-0273727729 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126100529.0 |
| CONTROL NUMBER |
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| control field |
58067 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Brassington, Frances |
| TITLE STATEMENT |
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| Title |
Essentials of marketing / |
| Statement of responsibility, etc |
Dr. Frances Brassington, Dr. Stephen Pettitt |
| EDITION STATEMENT |
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| Edition statement |
3rd ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Harlow : |
| Name of publisher, distributor, etc |
Pearson, |
| Date of publication, distribution, etc |
c2013. |
| PHYSICAL DESCRIPTION |
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| Extent |
xvi, 608 p. : |
| Other physical details |
ill. ; |
| Dimensions |
27 cm. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Chapter 1 -Marketing Dynamics Chapter 2- The European marketing environment Chapter 3- Buyer behaviour Chapter 4- Segmenting markets Chapter 5- Marketing information and research Chapter 6- Product Chapter 7- Price Chapter 8- Place Chapter 9- Promotion: integrated marketing communication Chapter 10- Advertising and sales promotion Chapter 11- Promotion: direct and digital marketing Chapter 12- Promotion: personal selling, PR and sponsorship Chapter 13- Marketing strategy and planning Chapter 14- Services and non-profit marketing. |
| SUMMARY, ETC. |
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| Summary, etc |
Contents include marketing dynamics, the European marketing environment, buyer behaviour, segmenting markets, marketing information and research and marketing management, planning and control. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing Information |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing Research |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Pettitt, Stephen |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |