Marketing : an introduction /
Masterson, Rosalind
Marketing : an introduction / Rosalind Masterson, Nichola Phillips et David Pickton. - New Delhi : SAGE, 2021. - xiii, 539 pages : illustrations (black and white, and colour) ; 25 cm
PART ONE: THIS IS MARKETING
Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
PART TWO: MAKING SENSE OF MARKETS
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
PART THREE: THE MARKETING MIX
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
PART FOUR: MANAGING MARKETING
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning
This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.
9781526494573
Marketing.
658.8 / MAS
Marketing : an introduction / Rosalind Masterson, Nichola Phillips et David Pickton. - New Delhi : SAGE, 2021. - xiii, 539 pages : illustrations (black and white, and colour) ; 25 cm
PART ONE: THIS IS MARKETING
Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
PART TWO: MAKING SENSE OF MARKETS
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
PART THREE: THE MARKETING MIX
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
PART FOUR: MANAGING MARKETING
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning
This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.
9781526494573
Marketing.
658.8 / MAS
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