MTU Library Catalogue

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Principles of marketing / Frances Brassington, Stephen Pettitt.

By: Brassington, Frances.
Contributor(s): Pettitt, Stephen.
Material type: materialTypeLabelBookPublisher: London : Pitman, 1997Description: xviii,1086p. : col. ill., col. facsims.,col. ports. ; 27 cm.ISBN: 0273605135(pbk.) (No price); 9780273605133.Subject(s): Marketing | Business and Management | Sales & marketing managementDDC classification: 658.5 BRA Summary: This textbook is a fully comprehensive introduction to the principles of marketing. It is written in an accessible style and includes chapter objectives, chapter summaries, vignettes, personal profiles and end of chapter exercises.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.5 BRA (Browse shelf(Opens below)) 1 Available 38888000488142
Total holds: 0

Enhanced descriptions from Syndetics:

This is an introduction to marketing, outlining the marketing philosophy and customer orientation before embarking on an in-depth explanation of the main aspects of marketing. The book ends with sections on marketing management and marketing implementation. from throughout the EU and Eastern Europe and is designed to appeal to the readership in these markets. The text has been developed with the student in mind and features a four-colour presentation throughout, allied to chapter objectives, chapter summaries, vignettes, person profiles and end of chapter exercises.

Includes index.

Includes bibliographical references and index.

This textbook is a fully comprehensive introduction to the principles of marketing. It is written in an accessible style and includes chapter objectives, chapter summaries, vignettes, personal profiles and end of chapter exercises.

Table of contents provided by Syndetics

  • 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