MTU Library Catalogue

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The Financial Times marketing casebook / Levela Rickard and Kit Jackson.

By: Rickard, Levela.
Contributor(s): Jackson, Kit, FRSA | Financial Times Limited.
Material type: materialTypeLabelBookPublisher: Harlow : Financial Times Prentice Hall, 2000Edition: 2nd ed.Description: viii, 171 p. : ill. ; 25 cm. + pbk.Content type: text Media type: unmediated Carrier type: volumeISBN: 0273638963; 9780273638964.Subject(s): Marketing -- Case studies | Business and Management | Sales & marketingDDC classification: 658.8 | 658.8 RIC
Contents:
Marketing dynamics -- The European marketing environment -- Consumer behaviour -- Organisational buying behaviour -- Segmenting markets -- Marketing information and research -- Anatomy of a product -- Product management -- New product development -- Price -- Pricing strategies -- Marketing channels -- Retailers and wholesalers -- Communication and the promotional mix -- Advertising -- Sales promotion -- Personal selling and sales management -- Direct and internet marketing -- Public relations, sponsorship and exhibitions -- Strategic marketing -- Marketing planning, management and control -- Services and non-profit marketing -- International marketing.
Summary: This text uses cases drawn from Financial Times articles to highlight and exemplify core marketing issues. Each chapter contains three to four cases that can be used as part of an introductory marketing course.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00159647
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00151134
General lending MTU Kerry North Campus Library First Floor Main 658.8 RIC (Browse shelf(Opens below)) 0 Available 38888000748602
Total holds: 0

Enhanced descriptions from Syndetics:

For all undergraduate marketing courses. The fundamental goal of this text is to show how marketing theory is applied in practice. The second edition of this best selling casebook has been completely updated with new case material drawn from a wide variety of sectors.

Previous ed.: 1997.

Includes index.

Previous ed.: 1997.

CW122.

CW818.

Marketing dynamics -- The European marketing environment -- Consumer behaviour -- Organisational buying behaviour -- Segmenting markets -- Marketing information and research -- Anatomy of a product -- Product management -- New product development -- Price -- Pricing strategies -- Marketing channels -- Retailers and wholesalers -- Communication and the promotional mix -- Advertising -- Sales promotion -- Personal selling and sales management -- Direct and internet marketing -- Public relations, sponsorship and exhibitions -- Strategic marketing -- Marketing planning, management and control -- Services and non-profit marketing -- International marketing.

This text uses cases drawn from Financial Times articles to highlight and exemplify core marketing issues. Each chapter contains three to four cases that can be used as part of an introductory marketing course.