Name: Essentials of Marketing von Frances Brassington
SKU: 9780273687856
Price: 7.69 EUR
Availability: OutOfStock

Essentials of Marketing Zusammenfassung

Essentials of Marketing Frances Brassington

ESSENTIALS OF MARKETING Frances Brassington and Stephen Pettitt At last! A concise version of the best-selling Principles of Marketing by Brassington and Pettitt. Combining the best of theory and practice, Essentials of Marketing is the only choice for those who want a fresh and topical introduction to the discipline in a brief format. This text is especially designed to accommodate shorter modules and accelerated courses, providing the fundamental concepts and applications of marketing. Essentials of Marketing has all the clarity and academic rigour you expect from Frances Brassington and Stephen Pettitt and retains the classic features of the larger version. Features A * Strong pedagogy including chapter objectives and summary. A * A wide selection of vignettes, case studies and examples drawn from a range of industries, organisations and countries, written from a European perspective. A * End-of-chapter questions to reinforce knowledge. A * Discussion questions encouraging debate and further research. A * A robust Companion Website at www.booksites.net/brassington with revision material and both learning and teaching aids for students and lecturers."" Essentials of Marketing "is a practical text for undergraduates, postgraduates and practitioners. The text is well positioned for students to cover all the key marketing topics in a concise format. Students will find this text attractive to use with excellent case studies and exercises." Cathy Leng, Senior Lecturer: Business Studies, School of Social Sciences, Bath Spa University College. ""Essentials of Marketing" retains all the great qualities of "Principles of Marketing" - accessible and well-written, comprehensive coverage of the key issues and up-to-date and appealing examples and cases - but in a more portable, condensed format which will be welcomed by undergraduates and students on short marketing courses alike." Dr. Lucy Woodliffe, School of Marketing, Bristol Business School, University of the West of England. "This cut-down version loses little of its value whilst offering a portable and quick introduction to the most important areas of marketing." Cathy Bakewell, Senior Lecturer, The Marketing Group, Manchester Metropolitan University Business School. "The daring duo have done it again! This is THE text by which all others are benchmarked.Brassington and Pettitt's "Essentials of Marketing" introduces the core concepts of marketing in a concise and digestible format for short course provision. It's the instant coffee for real coffee lovers. The appeal of this text is the use of stimulating and up-to-date examples and illustrations - these really help students of marketing to gain insight to context and application." Jonathan H Deacon, Head of Marketing and Entrepreneurship Subject Group, School of Business and Management, University of Wales College. Dr. Frances Brassington is a Senior Lecturer in Retail Management and Marketing at Oxford Brookes University. Dr. Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

Essentials of Marketing Bewertungen

A concise version of the best-selling Principles of Marketing by Brassington and Pettitt. Combining the best of theory and practice, Essentials of Marketing is the only choice for those who want a fresh and topical introduction to the discipline in a brief format. This text is especially designed to accommodate shorter modules and accelerated courses, providing the fundamental concepts and applications of marketing. Essentials of Marketing has all the clarity and academic rigour you expect from Frances Brassington and Stephen Pettitt and retains the classic features of the larger version. ~"Essentials of Marketing is a practical text for undergraduates, postgraduates and practitioners. The text is well positioned for students to cover all the key marketing topics in a concise format. Students will find this text attractive to use with excellent case studies and exercises." Cathy Leng, Senior Lecturer: Business Studies, School of Social Sciences, Bath Spa University College. ~"Essentials of Marketing retains all the great qualities of Principles of Marketing - accessible and well-written, comprehensive coverage of the key issues and up-to-date and appealing examples and cases - but in a more portable, condensed format which will be welcomed by undergraduates and students on short marketing courses alike." Dr. Lucy Woodliffe, School of Marketing, Bristol Business School, University of the West of England. ~"This cut-down version loses little of its value whilst offering a portable and quick introduction to the most important areas of marketing." Cathy Bakewell, Senior Lecturer, The Marketing Group, Manchester Metropolitan University Business School.~"The daring duo have done it again! This is THE text by which all others are benchmarked. Brassington and Pettitt's Essentials of Marketing introduces the core concepts of marketing in a concise and digestible format for short course provision. It's the instant coffee for real coffee lovers. The appeal of this text is the use of stimulating and up-to-date examples and illustrations - these really help students of marketing to gain insight to context and application." Jonathan H Deacon, Head of Marketing and Entrepreneurship Subject Group, School of Business and Management, University of Wales College.

Über Frances Brassington

Dr. Frances Brassington is a Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.~Dr. Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

Inhaltsverzeichnis

I. MARKETING DYNAMICS Marketing defined The marketing concept in the organisation Marketing management responsibilities Marketing scope II. THE EUROPEAN MARKETING ENVIRONMENT The nature of the European marketing environment The sociocultural environment The technological environmet The economic and competitive environment The political and regulatory environment III. BUYER BEHAVIOUR The decision-making process Buying situations Environmental influences Psychological influences: the individual Sociocultural influences: the group Defining B2B marketing B2B customers Characteristics of B2B markets Buying decision-making process The buying centre Buying criteria IV. SEGMENTED MARKETS The concept of segmentation Segmenting B2B markets Segmenting consumer markets Implementation of segmentation Benefits of segmentation Dangers of segmentation Criteria for successful segmentation V. MARKETING INFORMATION AND RESEARCH Marketing research: definition and role Types of research Marketing information systems Decision support systems The marketing research process Secondary research Primary research Ethics in marketing research VI. PRODUCT Anatomy of a product Branding Product management and strategy VII. PRICE The role and perception of price External influences on the pricing decision Internal influences on the pricing decision The process of price setting VIII. PLACE Channel structures Rationale for using intermediaries Types of intermediary Channel strategy IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS Communications planning model Communications planning model: review X. PROMOTION: ADVERTISING AND PERSONAL SELLING The role of advertising Formulating the advertising message Advertising media Using advertising agencies Developing an advertising campaign Personal selling: definition, role and tasks The personal selling process Sales management XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION Sales promotion Direct marketing Trade shows and exhibitions Public relations Sponsorship Cause related marketing XII. MARKETING MANAGEMENT, PLANNING AND CONTROL The role and importance of marketing planning and strategy The marketing planning process Organising marketing activities Controlling marketing activities XIII. SERVICES AND NON-PROFIT MARKETING Perspectives on services markets Services marketing management Non-profit marketing XIV. E-MARKETING AND NEW MEDIA Internet marketing Marketing and new media

Zusätzliche Informationen

Sku

GOR001389490

ISBN 13

9780273687856

ISBN 10

0273687859

Titel

Essentials of Marketing Frances Brassington

Autor

Frances Brassington

Zustand

Gebraucht - Gut

Bindung

Broschiert

Verlag

Pearson Education Limited

Datum

2004-07-22

Anzahl der Seiten

528

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.