Jonathan Groucutt, Cheryl Hopkins

Marketing

• Broschiertes Buch

Produktbeschreibung

Offering a student-friendly introduction to marketing, this text covers all of the need to know basics in a clear and engaging manner. Marketing is an ideal text for students of all levels coming to the subject for first time.

Produktdetails

• Macmillan Business Briefing
• Verlag: Macmillan Education
• 1st ed.
• Seitenzahl: 320
• Erscheinungstermin: 6. Oktober 2015
• Englisch
• Abmessung: 216mm x 140mm x 17mm
• Gewicht: 348g
• ISBN-13: 9781137348241
• ISBN-10: 1137348240
• Artikelnr.: 42604082

Autorenporträt

JONATHAN GROUCUTT is Principal Lecturer in Strategy and Marketing at the Business School, Oxford Brookes University, UK.

Inhaltsangabe

1. Marketing, Markets, Competition and Co-operation.- 2. Understanding the Customer.- 3. Marketing Research .- 4. Segmentation, Targeting and Positioning.- 5. Branding.- 6. Value and Price.- 7. Delivering Service.- 8. Marketing Operations and Distribution.- 9. Integrated Marketing Communications.- 10. Relationship Marketing.- 11. Marketing and Ethics.- 12. Marketing Planning and Strategy.