01379nam a2200241 a 4500
Essentials of marketing /
Dr. Frances Brassington, Dr. Stephen Pettitt
141008n 000 0 eng d
3rd ed.
Harlow :
Pearson,
c2013.
Brassington, Frances
xvi, 608 p. :
ill. ;
27 cm.
978-0273727729
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.
Marketing
sears
Marketing Information
sears
Marketing Research
sears
Pettitt, Stephen
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