Brassington, Frances

Essentials of marketing / Dr. Frances Brassington, Dr. Stephen Pettitt - 3rd ed. - Harlow : Pearson, c2013. - xvi, 608 p. : ill. ; 27 cm.

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.

Contents include marketing dynamics, the European marketing environment, buyer behaviour, segmenting markets, marketing information and research and marketing management, planning and control.

978-0273727729


Marketing
Marketing Information
Marketing Research