Essentials of marketing / Jim Blythe.
Material type: TextPublication details: Harlow : Financial Times Prentice Hall, 2001.Edition: 2nd edDescription: xvi, 287p. : ill. ; 25 cmISBN:- 9780273646679 (pbk.) :
- 0273646672 (pbk.)
- 658.8 BLY
- HF5415
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 BLY (Browse shelf(Opens below)) | 1 | Available | 200859 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 BLY (Browse shelf(Opens below)) | 1 | Available | 117962 |
Previous ed.: London: Pitman, 1998.
Includes bibliographical references and index.
1.What do marketers do? -- 2.The marketing environment -- 3.Consumer and buyer behaviour -- 4.Segmentation, targeting and positioning -- 5.Market research -- 6.Products, branding and packaging -- 7.Pricing strategies -- 8.Distribution -- 9.Marketing communications and promotional tools -- 10.Marketing planning, implementation and control -- 11.International marketing -- 12.Sustainable marketing.
This book aims to give non-specialist students a full understanding of the basics of marketing in a concise and accurate way, whilst remaining user friendly. It is designed to cover all the essential areas of marketing.