MTU Library Catalogue

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Essentials of marketing / Jim Blythe.

By: Blythe, Jim.
Material type: materialTypeLabelBookPublisher: Harlow : Prentice Hall, 2001Copyright date: ©2001Edition: Second edition.Description: xvi, 287 pages : illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0273646672 (paperback); 9780273646679 (paperback).Subject(s): MarketingDDC classification: 658.8
Contents:
What do marketers do? -- The marketing environment -- Consumer and buyer behaviour -- Segmentation, targeting and positioning -- Market research -- Products, branding and packaging -- Pricing strategies -- Distribution -- Marketing communications and promotional tools -- Marketing planning, implementation and control -- International marketing -- Sustainable marketing.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) Available 00181191
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00179246
Total holds: 0

Enhanced descriptions from Syndetics:

This second edition of Essentials of Marketing has been updated in the light of extensive feedback. The first edition has enjoyed considerable success as a user-friendly, concise introduction to the field of marketing. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques up-to-date topics such as green issues, postmodern thinking, relationship marketing and ethics are also covered.This new edition contains: *an even greater range of cases from a wide range of sectors and international contexts, including: the European Mobile Telecommunications Industry, the 21st Century Man, Lastminute.com, the bookselling industry and many more *a new set of self-test questions designed to aid student learning and teaching assessment*increased coverage of communications theory, including the hierarchy of effects model*greater coverage of branding including the definition of brands, developing the brand, brands and semiotics and strategic issues in branding*increased coverage of internal and relationship marketing Packed with relevant and up-to-date examples as ex

Includes bibliographical references and index.

What do marketers do? -- The marketing environment -- Consumer and buyer behaviour -- Segmentation, targeting and positioning -- Market research -- Products, branding and packaging -- Pricing strategies -- Distribution -- Marketing communications and promotional tools -- Marketing planning, implementation and control -- International marketing -- Sustainable marketing.

Table of contents provided by Syndetics

  • What do Marketers Do?
  • Marketing Environment and Strategy
  • Consumer and Buyer Behaviour
  • Segmentation and Targeting
  • Market Research
  • Product Policy
  • Pricing Strategies
  • Distribution
  • Marketing Communications and Promotional Tools
  • Marketing Planning, Implementation and Control
  • International Marketing
  • Sustainable Marketing