The Financial Times marketing casebook /
Rickard, Levela.
The Financial Times marketing casebook / Marketing casebook Levela Rickard and Kit Jackson. - 2nd ed. - Harlow : Financial Times Prentice Hall, 2000. - viii, 171p. : ill. ; 25 cm.
Previous ed.: 1997. Includes index.
1.Marketing dynamics -- 2.The European marketing environment -- 3.Consumer behaviour -- 4.Organisational buying behaviour -- 5.Segmenting markets -- 6.Market information and research -- 7.Anatomy of a product -- 8.Product management -- 9.New product development -- 10.Price -- 11.Pricing strategies -- 12.Marketing channels -- 13.Retailers and wholesalers -- 14.Communication and the promotional mix -- 15.Advertising -- 16.Sales promotion -- 17.Personal selling and sales management -- 18.Direct and internet marketing -- 19.Public relations, sponsorship and exhibitions -- 20.Strategic marketing -- 21.Marketing planning, management and control -- 22.Services and non-profit marketing -- 23.International marketing.
This text uses cases drawn from Financial Times articles to highlight and exemplify core marketing issues. Each chapter contains three to four cases that can be used as part of an introductory marketing course.
9780273638964 (pbk.) : £19.99 `9780273638964
Marketing--Case studies
Business and Management.
Sales & marketing
HF5415 / .R53 2000
658.8 RIC
The Financial Times marketing casebook / Marketing casebook Levela Rickard and Kit Jackson. - 2nd ed. - Harlow : Financial Times Prentice Hall, 2000. - viii, 171p. : ill. ; 25 cm.
Previous ed.: 1997. Includes index.
1.Marketing dynamics -- 2.The European marketing environment -- 3.Consumer behaviour -- 4.Organisational buying behaviour -- 5.Segmenting markets -- 6.Market information and research -- 7.Anatomy of a product -- 8.Product management -- 9.New product development -- 10.Price -- 11.Pricing strategies -- 12.Marketing channels -- 13.Retailers and wholesalers -- 14.Communication and the promotional mix -- 15.Advertising -- 16.Sales promotion -- 17.Personal selling and sales management -- 18.Direct and internet marketing -- 19.Public relations, sponsorship and exhibitions -- 20.Strategic marketing -- 21.Marketing planning, management and control -- 22.Services and non-profit marketing -- 23.International marketing.
This text uses cases drawn from Financial Times articles to highlight and exemplify core marketing issues. Each chapter contains three to four cases that can be used as part of an introductory marketing course.
9780273638964 (pbk.) : £19.99 `9780273638964
Marketing--Case studies
Business and Management.
Sales & marketing
HF5415 / .R53 2000
658.8 RIC