Marketing : concepts and strategies.
Material type: TextPublication details: Boston, Mass. ; Abingdon : Houghton Mifflin, c2006.Edition: 5th European ed. / Sally Dibb ... [et al.]Description: xviii, 878 p. : col. ill. ; 26 cmISBN:- 9780618532032 (pbk.) :
- 9780618532032
- 658.8 DIB
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 DIB (Browse shelf(Opens below)) | 1 | Available | 00214395 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 DIB (Browse shelf(Opens below)) | 1 | Available | 207542 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 DIB (Browse shelf(Opens below)) | 1 | Available | 207539 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 DIB (Browse shelf(Opens below)) | 1 | Available | 207541 |
Previous ed.: 2000.
Includes bibliographical references and index.
1.An overview of the marketing concept -- 2.Marketing strategy -- 3.The marketing environment -- 4.The Internet, technology in marketing and CRM -- 5.Marketing in international markets -- 6.Consumer buying behaviour -- 7.Business markets and business buying behaviour -- 8.Segmenting markets, targeting and positioning -- 9.Marketing research and marketing information systems -- 10.Product decisions -- 11.Branding and packaging -- 12.Developing products and managing product portfolios -- 13.The marketing of services -- 14.Marketing channels -- 15.Wholesalers, distributors and physical distribution -- 16.Retailing -- 17.An overview of marketing communications -- 18.Advertising, public relations and sponsorship -- 19.Sales management, sales promotion, direct mail, the Internet and direct marketing -- 20.Pricing concepts -- 21.Setting prices -- 22.Modifying the marketing mix for business markets, services and in international marketing -- 23.Marketing planning and forecasting sales potential -- 24.Implementing strategies, internal marketing relationships and measuring performance -- 25.Social responsibility and marketing ethics -- 26.Case study analysis, exam revision tips and careers in marketing.