Marketing : an introduction / Rosalind Masterson, Nichola Phillips et David Pickton.
Material type:
TextLanguage: English Publication details: New Delhi : SAGE, 2021.Description: xiii, 539 pages : illustrations (black and white, and colour) ; 25 cmISBN: - 9781526494573
- 658.8 MAS
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.8 MAS (Browse shelf(Opens below)) | Available | 46145 |
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| 658.8 MAH Marketing management : text and cases : An Indian Perspective / | 658.8 MAL Sales Management. / | 658.8 MAR Marketing perspectives of public enterprises in developing countries/ | 658.8 MAS Marketing : an introduction / | 658.8 MAT Product and brand management / | 658.8 MAT Brand management : text and cases / | 658.8 MAT Brand management : text and cases / |
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.
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