Marketing : principles and practice / Dennis Adcock, Al Halborg, Caroline Ross.
Material type: TextPublication 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.) :
- 658.8 ADC
- HF5415 .A33 2001
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Ebook | TUS: Midlands, Main Library Athlone Online | 658.8 ADC (Browse shelf(Opens below)) | Available | ||||
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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.