Marketing : essential principles, new realities / Jonathan Groucutt, Peter Leadley and Patrick Forsyth.
By: Groucutt, Jon
.
Contributor(s): Leadley, Peter | Forsyth, Patrick.
Material type: 
BookPublisher: London ; Sterling, VA : Kogan Page, 2004Description: xviii, 540 p. : ill. ; 25 cm. + pbk.ISBN: 0749441143.Subject(s): MarketingDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00106453 | |
| General lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00106463 | |
| General lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00106454 |
Enhanced descriptions from Syndetics:
Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:introduction;learning objectives;chapter sub headings - key issues;chapter summary;exercises and questions for review and critical thinking.At the end of the book there are additional notes and references to support student learning.Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.FREE CD ROM FOR LECTURERSThe authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher.CONTENTSIntroductionWhat is marketing?The business and marketing environmentEthical marketing and social responsibilityBuyer behaviourSegmenting, positioning and targetingMarketing researchMarketing and strategyProducts and brandsPrice and pricing strategiesPromotion part 1Promotion part 2People, physical evidence and processPlacement, distribution and logisticsMarketing across borders: the international dimensionApplication: bringing the elements togetherNotesReferenceIndexPlease view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt
Includes bibliographical references (pages 521-530) and index.
Introduction -- What is marketing? -- The business and marketing environment -- Ethical marketing and social responsibility -- Buyer behaviour -- Segmenting, positioning and targeting -- Marketing research -- Marketing and strategy -- Products and brands -- Price and pricing strategies -- Promotion 1 -- Promotion 2 -- People, physical evidence and process -- Placement, distribution and logistics -- Marketing across borders: the international dimension -- Application: bringing the elements together.
Table of contents provided by Syndetics
- List of figures (p. xi)
- List of tables (p. xiii)
- The authors (p. xvii)
- Acknowledgements (p. xix)
- Introduction (p. 1)
- 1 What is marketing? (p. 5)
- 2 The business and marketing environment (p. 27)
- 3 Ethical marketing and social responsibility (p. 61)
- 4 Buyer behaviour (p. 91)
- 5 Segmenting, positioning and targeting (p. 127)
- 6 Marketing research (p. 153)
- 7 Marketing and strategy (p. 187)
- 8 Products and brands (p. 253)
- 9 Price and pricing strategies (p. 301)
- 10 Promotion 1 (p. 321)
- 11 Promotion 2 (p. 377)
- 12 People, physical evidence and process (p. 401)
- 13 Placement, distribution and logistics (p. 419)
- 14 Marketing across borders: the international dimension (p. 453)
- 15 Application: bringing the elements together (p. 489)
- Notes (p. 517)
- References (p. 521)
- Index (p. 531)