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Essentials of marketing / Jim Blythe.

By: Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2001.Edition: 2nd edDescription: xvi, 287p. : ill. ; 25 cmISBN:
  • 9780273646679 (pbk.) :
  • 0273646672 (pbk.)
Subject(s): DDC classification:
  • 658.8 BLY
LOC classification:
  • HF5415
Contents:
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.
Summary: 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.
Holdings
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.

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