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Foundations of Marketing Jonathan Groucutt

Foundations of Marketing von Jonathan Groucutt

Foundations of Marketing Jonathan Groucutt

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Zusammenfassung


This contemporary introductory text explores the key areas of marketing within an international context. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit.

Foundations of Marketing Zusammenfassung

Foundations of Marketing Jonathan Groucutt


This contemporary introductory text explores the key areas of marketing within an international context. Moreover it seeks to expand the generic marketing mix from 7Ps to 10Ps with the inclusion of Performance, Packaging and Psychology. Whilst aimed at undergraduates, it is written in a clear succinct style that makes it accessible to non-marketers and business people alike. Theories are brought to life through the use of contemporary real-world examples, including the impact of SARS, terrorism and extreme weather on marketing operations. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -
http://www.palgrave.com/foundations/groucutt/index.asp

Foundations of Marketing Bewertungen

'Groucutt's Foundations of Marketing text advances the field of marketing by providing a comprehensive framework for integrating all major marketing functions in a well developed system. This system is sure to aid all students and practitioners in the field of marketing.' - Dr Milton Mayfield, Texas A&M International University, USA 'This book should be welcomed by lecturers on Level 1 and Foundation Marketing courses...I believe that it is likely to be a success, despite formidable competition.' - Charles Dennis, Marketing Pathway Leader, Brunel University, UK

Über Jonathan Groucutt

JONATHAN GROUCUTT is a Senior Lecturer at Oxford Brookes University Business School, UK. A Fellow and member of numerous professional organizations, Jonathan is author of over 40 business articles and several books including Mastering e-Business (with Paul Griseri, published by Palgrave Macmillan) and Marketing: Essential Principles, New Realities (with Peter Leadley and Patrick Forsyth).

Inhaltsverzeichnis

Preface.- Introduction to Marketing.- The Marketing Environment.- Segmentation Positioning Targeting.- Marketing Research.- Competitive Intelligence.- Strategy in Marketing.- The Branding of Products and Services.- The Marketing Mix and Relationship Marketing.- Products.- Promotion.- Pricing.- Place and Placement.- People.- Physical Evidence.- Processes.- Psychology.- Performance.- Packages and Packing.- Index.

Zusätzliche Informationen

GOR003257342
9781403903273
1403903271
Foundations of Marketing Jonathan Groucutt
Jonathan Groucutt
Palgrave Foundations Series
Gebraucht - Sehr Gut
Broschiert
Palgrave USA
2005-10-14
432
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
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