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Marketing /

By: Baines, Paul, 1973-.
Contributor(s): Fill, Chris | Page, Kelly, 1974-.
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: 658.8
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 BAI (Browse shelf(Opens below)) 1 Available 0078619
Total holds: 0

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.

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