David Mercer

Marketing

The Enyclopedic Dictionary

• Gebundenes Buch

Produktbeschreibung

Marketing is an international textbook designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it also covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice.

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Produktdetails

• Verlag: Blackwell Publishers
• 1999.
• Seitenzahl: 432
• Erscheinungstermin: 22. März 1999
• Englisch
• Abmessung: 244mm x 170mm x 23mm
• Gewicht: 750g
• ISBN-13: 9780631211266
• ISBN-10: 0631211268
• Artikelnr.: 14863526

Autorenporträt

David Mercer is Senior Lecturer in marketing with The Open University Business School, Europe's largest business school where he chairs the team responsible for the marketing element of the MBA programme. He is author of the successful textbook Marketing, Second Edition and co-author of Marketing Management, both published by Blackwell.

Inhaltsangabe

1. Introduction.
2. Marketing Research.
3. Consumer Behaviour.
4. The External Environment.
5. Positioning.
6. The Product or Service.
7. New Products.
8. Pricing.
9. Distribution.
10. Advertising.
11. Promotion.
12. Selling and Sales Management.
13. Meetings.
14. International Marketing.
15. Marketing Planning.