An introduction to marketing from a European perspective, this work explains the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. It offers a media package including an online interactive study guide, a video lounge, integrated video case studies and more.
An introduction to marketing from a European perspective, this work explains the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. It offers a media package including an online interactive study guide, a video lounge, integrated video case studies and more.
Part I- Marketing And Its Environment 1. Marketing dynamics 2. The European marketing environment Part II- Customers and Markets 3. Consumer behaviour 4. B2B buying behaviour 5. Segmenting markets 6. Marketing information and research Part III- Product 7. Anatomy of a product 8. Product management 9. New product development Part IV-Price 10. Pricing, context and concepts 11. Pricing strategies Part V- Place 12. Marketing channels and logistics 13. Retailers and wholesalers Part VI- Promotion 14. Integrated marketing communication 15. Advertising 16. Sales promotion 17. Personal selling and sales management 18. Direct marketing and exhibitions 19. Public relations and sponsorship Part VII-Marketing Management 20. Strategic Marketing 21. Marketing planning, management and control 22. Services and non-profit marketing 23. International marketing 24. E-marketing and new media
Part I- Marketing And Its Environment 1. Marketing dynamics 2. The European marketing environment Part II- Customers and Markets 3. Consumer behaviour 4. B2B buying behaviour 5. Segmenting markets 6. Marketing information and research Part III- Product 7. Anatomy of a product 8. Product management 9. New product development Part IV-Price 10. Pricing, context and concepts 11. Pricing strategies Part V- Place 12. Marketing channels and logistics 13. Retailers and wholesalers Part VI- Promotion 14. Integrated marketing communication 15. Advertising 16. Sales promotion 17. Personal selling and sales management 18. Direct marketing and exhibitions 19. Public relations and sponsorship Part VII-Marketing Management 20. Strategic Marketing 21. Marketing planning, management and control 22. Services and non-profit marketing 23. International marketing 24. E-marketing and new media
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