Marketing /
By: Baines, Paul.
Contributor(s): Fill, Chris | Page, Kelly.
Publisher: Oxford : Oxford University Press, 2011Edition: 2nd ed.Description: xxxiii, 756 p. : col. ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780199579617; 9780199579617:.Subject(s): Marketing | Marketing -- ManagementDDC classification: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 BAI (Browse shelf(Opens below)) | 1 | Available | 0078619 |
Previous ed.: 2008.
Includes index, case studies and link to an online resources centre.
Marketing fundementals: Marketing principles and society -- The marketing environment -- Consumer buying behaviour -- Marketing research -- Principles of marketing management: Marketing strategy -- Market segmentation and positioning -- International market development -- The marketing mix principle: Developing products and brands -- Price decisions -- An introduction to marketing communications -- Marketing communications: tools, media and planning -- Retail and channel management -- Principles of relational marketing: services marketing -- Business-to-Business marketing -- Relationship marketing -- Non-for-profit marketing -- Contemporary marketing practice: Digital marketing -- Postmodern marketing -- Marketing, sustainability, and ethics.
Linked to an online resource centre and instructor's DVD, this textbook introduces the basic principles of marketing. It includes numerous contemporary case studies, chapter summaries and review questions.