David Brown, Alex Thompson

Essentials of Marketing

Theory and Practice for a Marketing Career

• Gebundenes Buch

Produktbeschreibung

This comprehensive textbook introduces students to all the core principles of Marketing practice using an employability-focused approach. This book is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 460
• Erscheinungstermin: 1. September 2022
• Englisch
• Abmessung: 250mm x 175mm x 29mm
• Gewicht: 967g
• ISBN-13: 9780367773410
• ISBN-10: 0367773414
• Artikelnr.: 64103643

Autorenporträt

Laura translated this into Italian! (Thank you! xxx)

Inhaltsangabe

Acknowledgements
Introduction
PART 1: MARKETING AND ENVIRONMENT
1. The Meaning of Marketing
2. Strategic Planning
3.Market Research
4.The Marketing Environment
PART 2: MARKETING STRATEGY AND ANALYSIS
5. Segmentation
Targeting
and Positioning
6. Products
7. Brands and Brand Management
8. Pricing
PART 3: BEHAVIOUR AND RELATIONSHIPS
9. Consumer and Buyer Behaviour
10. Marketing Ethics
Sustainability and Corporate Social Responsibility
11. Services
Relationship and Internal Marketing
PART 4: COMMUNICATING
SELLING
MEASURING
12. Principles of Integrated Marketing Communications
13
Advertising
Sales Promotion
Public Relations and Sponsorship
14. Personal Selling and Sales Management
15. Channel Management
16. Digital Marketing
Index