Masterson, Rosalind <br/><br/>
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 
<br/><br/>PART ONE: THIS IS MARKETING<br/>Chapter 1: Marketing Today<br/>Chapter 2: The Marketing Environment<br/>PART TWO: MAKING SENSE OF MARKETS<br/>Chapter 3: Buyer Behaviour<br/>Chapter 4: Market Segmentation, Targeting and Positioning<br/>Chapter 5: Marketing Research<br/>PART THREE: THE MARKETING MIX<br/>Chapter 6: Product<br/>Chapter 7: Service Products<br/>Chapter 8: Promotion (Marketing Communications)<br/>Chapter 9: Place<br/>Chapter 10: Price<br/>PART FOUR: MANAGING MARKETING<br/>Chapter 11: Building Brands: Using the Marketing Mix<br/>Chapter 12: Marketing Planning 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781526494573 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / MAS