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Marketing : principles and practice / Dennis Adcock, Al Halborg, Caroline Ross.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2001.Edition: 4th edDescription: xiii, 534 p., [8] p. of plates : col. ill. ; 25 cmISBN:
  • 9780273646778 (pbk.) :
  • 781280561252
  • 027364677X
  • 9786610561254 (electronic bk.)
  • 6610561257
  • 027364677X (pbk.) :
Subject(s): DDC classification:
  • 658.8 ADC
LOC classification:
  • HF5415 .A33 2001
Online resources:
Contents:
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.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Ebook TUS: Midlands, Main Library Athlone Online 658.8 ADC (Browse shelf(Opens below)) Available
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ADC (Browse shelf(Opens below)) 1 Available 206535
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ADC (Browse shelf(Opens below)) 1 Available 206537
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ADC (Browse shelf(Opens below)) 1 Available 206536
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ADC (Browse shelf(Opens below)) 1 Available 204117
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ADC (Browse shelf(Opens below)) 1 Available 204112
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ADC (Browse shelf(Opens below)) 1 Available 117892

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.

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