With engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.
With engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Die Herstellerinformationen sind derzeit nicht verfügbar.
Autorenporträt
Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic - he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages - having left school at 16 he thinks it's time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...
Inhaltsangabe
PART 1 Concepts and Contexts Chapter 1 Marketing: Managing the Exchange Process Chapter 2 The Marketing Environment PART 2 Markets and People Chapter 3 Consumer Behaviour Chapter 4 Business to Business Marketing Chapter 5 Marketing Research and Information Systems Chapter 6 Segmentation, Targeting and Positioning Chapter 7 Integrated Marketing Communications Chapter 8 International Marketing PART 3 Strategy and Stakeholders Chapter 9 Marketing Strategy, Planning and Creating Competitive Advantage Chapter 10 Marketing Ethics and Corporate Social Responsibility Chapter 11 Building Customer Relationships Chapter 12 Product Portfolio and Strategic Branding PART 4 Marketing in Practice Chapter 13 New Product Innovation and Development Chapter 14 Pricing and Strategic Decision Making Chapter 15 Advertising across Different Media Chapter 16 Public Relations and Sponsorship Chapter 17 Promotion and Sales PART 5 Marketing in Motion Chapter 18 Digital Marketing and Social Media hapter 19 Managing Distribution and Supply Chains hapter 20 Retail and Wholesale Marketing Chapter 21 Services Marketing
PART 1 - Concepts and Contexts Chapter 1 - Marketing: Managing the Exchange Process Chapter 2 - The Marketing Environment PART 2 - Markets and People Chapter 3 - Consumer Behaviour Chapter 4 - Business-to-Business Marketing Chapter 5 - Marketing Research and Information Systems Chapter 6 - Segmentation, Targeting and Positioning Chapter 7 - Integrated Marketing Communications Chapter 8 - International Marketing PART 3 - Strategy and Stakeholders Chapter 9 - Marketing Strategy, Planning and Creating Competitive Advantage Chapter 10 - Marketing Ethics and Corporate Social Responsibility Chapter 11 - Building Customer Relationships Chapter 12 - Product Portfolio and Strategic Branding PART 4 - Marketing in Practice Chapter 13 - New Product Innovation and Development Chapter 14 - Pricing and Strategic Decision Making Chapter 15 - Advertising across Different Media Chapter 16 - Public Relations and Sponsorship Chapter 17 - Promotion and Sales PART 5 - Marketing in Motion Chapter 18 - Digital Marketing and Social Media hapter 19 - Managing Distribution and Supply Chains hapter 20 - Retail and Wholesale Marketing Chapter 21 - Services Marketing
PART 1 Concepts and Contexts Chapter 1 Marketing: Managing the Exchange Process Chapter 2 The Marketing Environment PART 2 Markets and People Chapter 3 Consumer Behaviour Chapter 4 Business to Business Marketing Chapter 5 Marketing Research and Information Systems Chapter 6 Segmentation, Targeting and Positioning Chapter 7 Integrated Marketing Communications Chapter 8 International Marketing PART 3 Strategy and Stakeholders Chapter 9 Marketing Strategy, Planning and Creating Competitive Advantage Chapter 10 Marketing Ethics and Corporate Social Responsibility Chapter 11 Building Customer Relationships Chapter 12 Product Portfolio and Strategic Branding PART 4 Marketing in Practice Chapter 13 New Product Innovation and Development Chapter 14 Pricing and Strategic Decision Making Chapter 15 Advertising across Different Media Chapter 16 Public Relations and Sponsorship Chapter 17 Promotion and Sales PART 5 Marketing in Motion Chapter 18 Digital Marketing and Social Media hapter 19 Managing Distribution and Supply Chains hapter 20 Retail and Wholesale Marketing Chapter 21 Services Marketing
PART 1 - Concepts and Contexts Chapter 1 - Marketing: Managing the Exchange Process Chapter 2 - The Marketing Environment PART 2 - Markets and People Chapter 3 - Consumer Behaviour Chapter 4 - Business-to-Business Marketing Chapter 5 - Marketing Research and Information Systems Chapter 6 - Segmentation, Targeting and Positioning Chapter 7 - Integrated Marketing Communications Chapter 8 - International Marketing PART 3 - Strategy and Stakeholders Chapter 9 - Marketing Strategy, Planning and Creating Competitive Advantage Chapter 10 - Marketing Ethics and Corporate Social Responsibility Chapter 11 - Building Customer Relationships Chapter 12 - Product Portfolio and Strategic Branding PART 4 - Marketing in Practice Chapter 13 - New Product Innovation and Development Chapter 14 - Pricing and Strategic Decision Making Chapter 15 - Advertising across Different Media Chapter 16 - Public Relations and Sponsorship Chapter 17 - Promotion and Sales PART 5 - Marketing in Motion Chapter 18 - Digital Marketing and Social Media hapter 19 - Managing Distribution and Supply Chains hapter 20 - Retail and Wholesale Marketing Chapter 21 - Services Marketing
Rezensionen
'A very well structured and thought-provoking textbook which offers contemporary insights into different aspects of marketing and its implications for society.' Dr Sotiris T. Lalaounis 20131125
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
