Opis: Essentials of Marketing - Jim Blythe

Essentials of Marketing 5e provides a vibrant and accessible introduction to Marketing providing concise and accessible coverage of: * traditional marketing techniques and theories, * the practical and tactical decision-making processes involved in marketing, * up-to-date topics such as corporate social responsibility, social media and ethics. The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.Chapter 1: What do marketers do? Chapter 2: The marketing environment Chapter 3: Consumer and buyer behaviour Chapter 4: Segmentation, targeting and positioning Chapter 5: Market research Chapter 6: Products, branding and packaging Chapter 7: Pricing strategies Chapter 8: Distribution Chapter 9: Marketing communications and promotional tools Chapter 10: Marketing planning, implementation and control Chapter 11: Services marketing Chapter 12: Sustainable marketing Glossary Index

Szczegóły: Essentials of Marketing - Jim Blythe

Tytuł: Essentials of Marketing
Autor: Jim Blythe
Producent: Prentice Hall
ISBN: 9780273757689
Rok produkcji: 2012
Ilość stron: 360
Oprawa: Miękka
Waga: 0.86 kg

Recenzje: Essentials of Marketing - Jim Blythe