Marketing : principles and practice /
Adcock, Dennis.
Marketing : principles and practice / Dennis Adcock, Al Halborg, Caroline Ross. - 4th ed. - Harlow : Financial Times Prentice Hall, 2001. - xiii, 534 p., [8] p. of plates : col. ill. ; 25 cm.
Previous ed.: London: Financial Times Pitman, 1998. Includes index.
Includes bibliographical references and index.
1. What is Marketing? 2. The Marketing Environment. 3. Electronic and Internet 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 Offering. 11. Making Products Available. 12. Affordability - Price, Quality, Value. 13. Keeping Offering Relevant and Building Relationships that Last. 14. Communications Choice. 15. Advertising. 16. Direct and Online Marketing. 17. Sales Promotion. 18. Selling. 19. Marketing Planning and Product Policy. 20. Product Analysis and New Product Development -- 21.Marketing planning -- 22.Research for marketing -- 23.Organising marketing analysis -- 24.Consumerism, ethics and social responsibility -- 25.International marketing -- 26.Marketing in action.
Now revised and updated, this text offers undergraduate students an introduction to the world of marketing. The fourth edition includes new material on areas such as e-commerce, the Internet and relationship marketing.
9780273646778 (pbk.) : £24.99 781280561252 027364677X 9786610561254 (electronic bk.) 6610561257 027364677X (pbk.) : Đ24.99
Marketing.
Marketing--Management
Business and Management.
Sales & marketing
HF5415 / .A33 2001
658.8 ADC
Marketing : principles and practice / Dennis Adcock, Al Halborg, Caroline Ross. - 4th ed. - Harlow : Financial Times Prentice Hall, 2001. - xiii, 534 p., [8] p. of plates : col. ill. ; 25 cm.
Previous ed.: London: Financial Times Pitman, 1998. Includes index.
Includes bibliographical references and index.
1. What is Marketing? 2. The Marketing Environment. 3. Electronic and Internet 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 Offering. 11. Making Products Available. 12. Affordability - Price, Quality, Value. 13. Keeping Offering Relevant and Building Relationships that Last. 14. Communications Choice. 15. Advertising. 16. Direct and Online Marketing. 17. Sales Promotion. 18. Selling. 19. Marketing Planning and Product Policy. 20. Product Analysis and New Product Development -- 21.Marketing planning -- 22.Research for marketing -- 23.Organising marketing analysis -- 24.Consumerism, ethics and social responsibility -- 25.International marketing -- 26.Marketing in action.
Now revised and updated, this text offers undergraduate students an introduction to the world of marketing. The fourth edition includes new material on areas such as e-commerce, the Internet and relationship marketing.
9780273646778 (pbk.) : £24.99 781280561252 027364677X 9786610561254 (electronic bk.) 6610561257 027364677X (pbk.) : Đ24.99
Marketing.
Marketing--Management
Business and Management.
Sales & marketing
HF5415 / .A33 2001
658.8 ADC