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Marketing: Principles and Practice (4th Revised edition) ISBN: 027364677X ISBN13: 9780273646778 Marketing: Principles and Practice (4th Revised edition) By: Dennis Adcock ; etc. ; Al Halborg ; Caroline Ross Publisher: Financial Times Prentice Hall Format: Paperback Our Price: 43.99

Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.


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.


Brief Description:

This introduction to marketing explains core principles in the context of organizations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasizing the practical aspects of the subject.

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