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Klappentext Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students - leading them painlessly through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'.This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications. Zusammenfassung Brassington and Pettitt?s Principles of Marketing has proven to be hugely popular with first-time marketing students ? leading them painlessly through their course from basic principles such as ?what product should I market?? to more specialised topics such as ?Relationship Marketing?. This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications. Inhaltsverzeichnis Part I- Marketing And Its Environment 1. Marketing dynamics 2. The European marketing environment Part II- Customers and Markets 3. Consumer behaviour 4. B2B buying behaviour 5. Segmenting markets 6. Marketing information and research Part III- Product 7. Anatomy of a product 8. Product management 9. New product development Part IV-Price 10. Pricing, context and concepts 11. Pricing strategies Part V- Place 12. Marketing channels and logistics 13. Retailers and wholesalers Part VI- Promotion 14. Integrated marketing communication 15. Advertising 16. Sales promotion 17. Personal selling and sales management 18. Direct marketing and exhibitions 19. Public relations and sponsorship Part VII-Marketing Management 20. Strategic Marketing 21. Marketing planning, management and control 22. Services and non-profit marketing 23. International marketing 24. E-marketing and new media ...
