Essentials of marketing : theory and practice for a marketing career
著者
書誌事項
Essentials of marketing : theory and practice for a marketing career
Routledge, 2023
- : hbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
* Designed as a core textbook for a broad range of essential Marketing courses and modules, with textbook pedagogy included throughout to aid understanding and cement learning.
* Uniquely practical and applied in its approach with an emphasis on employability, with a 25,000-word running case study embedded within each chapter, which enables students to 'progress' through a 'marketing career' by applying their newly learned knowledge into realistic and modern context.
* Unlike the competition in the area, this is a concise textbook, which is user-friendly for a wide, international readership.
目次
Acknowledgements, Introduction, PART 1: MARKETING AND ENVIRONMENT, 1. The Meaning of Marketing, 2. Strategic Planning, 3.Market Research, 4.The Marketing Environment, PART 2: MARKETING STRATEGY AND ANALYSIS, 5. Segmentation, Targeting, and Positioning, 6. Products, 7. Brands and Brand Management, 8. Pricing, PART 3: BEHAVIOUR AND RELATIONSHIPS, 9. Consumer and Buyer Behaviour, 10. Marketing Ethics, Sustainability and Corporate Social Responsibility, 11. Services, Relationship and Internal Marketing, PART 4: COMMUNICATING, SELLING, MEASURING, 12. Principles of Integrated Marketing Communications, 13, Advertising, Sales Promotion, Public Relations and Sponsorship, 14. Personal Selling and Sales Management, 15. Channel Management, 16. Digital Marketing, Index
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