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Marketing Essentials (with CourseMate and eBook Access Card)

Marketing Essentials (with CourseMate and eBook Access Card)

ISBN 9781408075920
Edition 2
Publication Date
Purchase Type Buy New
Publisher Cengage Learning EMEA
Author(s)
This product has been discontinued.
Overview
Part 1 ' MARKETING DEFINIED AND MARKETING IN CONTEXT. 1. The Marketing Concept. 2. Marketing Strategy and Understanding Competitors. Part 2 ' UNDERSTANDING MARKETS. 3.The Marketing Environment. 4. Consumer Buying Behaviour. 5. Business Markets and Business Buying Behaviour. 6. Segmenting, Targeting and Positioning. 7. Marketing Research. Part 3 ' MARKETING PROGRAMMES. 8. Product Decisions. 9. Developing Products and Managing Product Portfolios. 10. The Marketing of Services. 11. Marketing Channels. 12. Pricing. 13. Marketing Communications. 14. Branding and Packaging. Part 4 ' MANAGING MARKETING. 15. Planning and Implementation.
Overview
Part 1 ' MARKETING DEFINIED AND MARKETING IN CONTEXT. 1. The Marketing Concept. 2. Marketing Strategy and Understanding Competitors. Part 2 ' UNDERSTANDING MARKETS. 3.The Marketing Environment. 4. Consumer Buying Behaviour. 5. Business Markets and Business Buying Behaviour. 6. Segmenting, Targeting and Positioning. 7. Marketing Research. Part 3 ' MARKETING PROGRAMMES. 8. Product Decisions. 9. Developing Products and Managing Product Portfolios. 10. The Marketing of Services. 11. Marketing Channels. 12. Pricing. 13. Marketing Communications. 14. Branding and Packaging. Part 4 ' MANAGING MARKETING. 15. Planning and Implementation.
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