Principles and Practice of Marketing by Jim Blythe
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Principles and Practice of Marketing
Principles and Practice of Marketing
Summary
The intention of this book is to explain the received wisdom about marketing, and provide the counter-arguments which moderate the debate. It examines what marketing does, and seeks to strike a balance between academic thinking and practical experience. It is meant for students new to marketing and to business.
Principles and Practice of Marketing Summary
Table of Contents
PART I: CONCEPTS AND CONTEXTS. 1. Managing the Exchange Process. 2. The Marketing Environment. 3. Marketing Domains. PART II: MARKETS AND PEOPLE. 4. Consumer Behaviour. 5. Organisational Buying Behaviour. 6. Segmenting and Targeting. 7. Marketing Information and Research. 8. Communications Theories. 9. International Marketing. PART III: STRATEGY. 10. Creating Competitive Advantage. 11. Building Customer Relationships. PART IV: TACTICS. 12. Product Portfolio. 13. New Product Development. 14. Pricing. 15. Advertising. 16. Public Relations and Sponsorship. 17. Selling and Key-Account Management. 18. Exhibitions and Sales Promotion. 19. Direct and Online Marketing. 20. Managing Channels. 21. Intermediaries. 22. People, Processes and Physical Evidence.
Additional information
GOR002872901
9781844801206
1844801209
Principles and Practice of Marketing by Jim Blythe
Used - Very Good
Paperback
Cengage Learning EMEA
20051200
800
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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