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Marketing : concepts and strategies / Sally Dibb ... [et al.].

By: Contributor(s): Material type: TextTextPublication details: Boston, Mass. : Houghton Mifflin, 2000.Edition: 4th European edDescription: xx, 876p. : ill. (some col.), col. facsims. ; 26 cmISBN:
  • 9780395962442 (pbk.) :
  • 0395962447
Subject(s): DDC classification:
  • 658.8 DIB
LOC classification:
  • HF5415 .D477 2000
Contents:
Part 1. Marketing Defined -- Chapter 1.An overview of the marketing concept -- Chapter 2.The marketing environment -- Chapter 3.Marketing in international markets. Part 2. Understanding and Targeting Markets -- Chapter 4.Consumer buying behaviour -- Chapter 5.Organisational markets and business-to-business buying behaviour -- Chapter 6.Marketing research and information systems -- Chapter 7.Segmenting markets, targeting and positioning. Part 3. Product, Packaging and Service Decisions -- Chapter 8.product decisions -- Chapter 9.Branding and packaging -- Chapter 10.Developing and managing products -- Chapter 11.The marketing of services. Part 4. Place (Distribution and Channel) Decisions -- Chapter 12.Marketing concepts -- Chapter 13.Wholesalers, distributors and physical distribution -- Chapter 14.Retailing. Part 5. Promotion Decisions -- Chapter 15.Promotion -- Chapter 16.Advertising, public relations and sponsorship -- Chapter 17.Personal selling, sales promotion, direct mail, the internet adn direct marketing. Part 6. Pricing Decisions -- Chapter 18.Pricing concepts -- Chapter 19.Setting prices. Part 7. Manipulating the Marketing Mix -- Chapter 20.Modifying the marketing mix for various markets. Part 8. Marketing Management -- Chapter 21.Marketing strategy -- Chapter 22.Marketing planning and forecasting sales potential -- Chapter 23.Implementing strategies, internal marketing relationship and measuring performance -- Chapter 24.Marketing ethics and social responsibility.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 DIB (Browse shelf(Opens below)) 1 Available 117696
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 DIB (Browse shelf(Opens below)) 1 Available 117697

Includes bibliographical references and index.

Part 1. Marketing Defined -- Chapter 1.An overview of the marketing concept -- Chapter 2.The marketing environment -- Chapter 3.Marketing in international markets. Part 2. Understanding and Targeting Markets -- Chapter 4.Consumer buying behaviour -- Chapter 5.Organisational markets and business-to-business buying behaviour -- Chapter 6.Marketing research and information systems -- Chapter 7.Segmenting markets, targeting and positioning. Part 3. Product, Packaging and Service Decisions -- Chapter 8.product decisions -- Chapter 9.Branding and packaging -- Chapter 10.Developing and managing products -- Chapter 11.The marketing of services. Part 4. Place (Distribution and Channel) Decisions -- Chapter 12.Marketing concepts -- Chapter 13.Wholesalers, distributors and physical distribution -- Chapter 14.Retailing. Part 5. Promotion Decisions -- Chapter 15.Promotion -- Chapter 16.Advertising, public relations and sponsorship -- Chapter 17.Personal selling, sales promotion, direct mail, the internet adn direct marketing. Part 6. Pricing Decisions -- Chapter 18.Pricing concepts -- Chapter 19.Setting prices. Part 7. Manipulating the Marketing Mix -- Chapter 20.Modifying the marketing mix for various markets. Part 8. Marketing Management -- Chapter 21.Marketing strategy -- Chapter 22.Marketing planning and forecasting sales potential -- Chapter 23.Implementing strategies, internal marketing relationship and measuring performance -- Chapter 24.Marketing ethics and social responsibility.

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