Marketing : principles and practice /
Marketing : principles and practice /
Dennis Adcock ... [et al.].
- 3rd ed.
- London : Pitman, 1998.
- xii, 480p., [8]p. of plates : col. ill., col. facsims. ; 25 cm.
Previous ed.: 1995. Includes index. Published in association with Financial Times Management.
1.What is marketing -- 2.Products, services and benefits -- 3.The marketing environment -- 4.The competitive environment -- 5.Buyer behaviour-- 6.Organisational buyer behaviour -- 7.Customers, market segmentation and targeting -- 8.Marketing information -- 9.The marketing offering -- 10.Product - the fundamental marketing concept -- 11.Intangible products and building relationships that last -- 12.Making products available -- 13.Price, quality and value -- 14.Marketing communications and media -- 15.Promotional planning -- 16.Advertising and direct marketing -- 17.Publicity, sales promotion and sponsorship -- 18.Selling -- 19.Marketing planning and product policy -- 20.Product analysis and new product development -- 21.Research for marketing -- 22.Organising for marketing -- 23.Consumerism, ethics, and social responsibility -- 24.International marketing -- 25.Marketing in action.
Now revised and updated, this bestselling text offers undergraduate students an introduction to the world of marketing. The third edition includes new material on areas such as services marketing and international marketing.
9780273627982 (pbk.) : £19.95 0273627988
Marketing.
Marketing--Management
Business and Management.
Sales & marketing
658.8 ADC
Previous ed.: 1995. Includes index. Published in association with Financial Times Management.
1.What is marketing -- 2.Products, services and benefits -- 3.The marketing environment -- 4.The competitive environment -- 5.Buyer behaviour-- 6.Organisational buyer behaviour -- 7.Customers, market segmentation and targeting -- 8.Marketing information -- 9.The marketing offering -- 10.Product - the fundamental marketing concept -- 11.Intangible products and building relationships that last -- 12.Making products available -- 13.Price, quality and value -- 14.Marketing communications and media -- 15.Promotional planning -- 16.Advertising and direct marketing -- 17.Publicity, sales promotion and sponsorship -- 18.Selling -- 19.Marketing planning and product policy -- 20.Product analysis and new product development -- 21.Research for marketing -- 22.Organising for marketing -- 23.Consumerism, ethics, and social responsibility -- 24.International marketing -- 25.Marketing in action.
Now revised and updated, this bestselling text offers undergraduate students an introduction to the world of marketing. The third edition includes new material on areas such as services marketing and international marketing.
9780273627982 (pbk.) : £19.95 0273627988
Marketing.
Marketing--Management
Business and Management.
Sales & marketing
658.8 ADC