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Marketing For Higher Awards By David Needham

Marketing For Higher Awards

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Drawing on the contemporary research and the latest in business thinking, this book offfers an introductory marketing text for students on BTEC HNC/HND courses and for those working towards other higher level professional and academic marketing awards.

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Marketing For Higher Awards Summary

Marketing For Higher Awards by David Needham

This core textbook is completely matched to the revised specifications for the BTEC Higher National Certificate and Diploma awards for Business and Marketing. This single volume gives your students all the information and theory they need to cover this option route. The units are matched to the structure for the BTEC awards.Discussion points and tasks in each chapter reinforce the marketing theory and help students understand the subject.Contemporary case studies show the students how marketing really can work for businesses.References from current academic research and journals support the theory in the textbook.Further reading lists with plenty of references give students the opportunity to pursue particular areas.Deeper analysis of marketing concepts appropriate to this level of study makes this text ideal for CIM and other marketing course.

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Table of Contents

PrefaceSection 1 MarketingThe marketing processTarget marketing The marketing mixMarket segmentsSection 2 Market intelligenceBuyer behaviourMarket research techniquesCompetitor analysisCustomer satisfactionSection 3 Advertising and promotionCommunications environmentAdvertisingBelow-the-line techniquesPromotion strategySection 4 Marketing planningMarketing auditsMarketing planEthical issuesSection 5 Sales planning and operationsField selling Sales managementControlling sales outputSales environmentsIndex

Additional information

Marketing For Higher Awards by David Needham
David Needham
Business for Higher Awards with Marketing for Higher Awards
Used - Very Good
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.