A thorough insight into the core marketing concepts using real-life examples.   Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
A thorough insight into the core marketing concepts using real-life examples.   Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
Jane Martin is a senior lecturer in marketing and Marketing Programme Leader at the University of Chester. She has taught in universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years. Professor Jim Blythe is the author of 18 textbooks and over 50 journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled and holds a private pilot's licence.
Inhaltsangabe
1. What do marketers do? 2. The marketing environment 3. Consumer and buyer behaviour 4. Segmentation, targeting and positioning 5. Market research 6. Products, branding and packaging 7. Pricing strategies 8. Distribution 9. Marketing communications and promotional tools 10. Marketing planning, implementation and control 11. Services marketing 12. Sustainable marketing GlossaryIndex
1. What do marketers do? 2. The marketing environment 3. Consumer and buyer behaviour 4. Segmentation, targeting and positioning 5. Market research 6. Products, branding and packaging 7. Pricing strategies 8. Distribution 9. Marketing communications and promotional tools 10. Marketing planning, implementation and control 11. Services marketing 12. Sustainable marketing GlossaryIndex
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