This text combines a lively writing style with a diverse range of electronic tools guaranteed to excite and stimulate. Through providing interviews with real-life practitioners from organizations such as Innocent, Orange, HMV, and Oxfam, students hear first hand what top marketers actually do and how they tackle the decisions they have to make. INDICE: Part 1: Marketing Fundamentals; 1.: Marketing Principles and Society; 2.: The Marketing Environment; 3.: Consumer Behaviour; 4.: Marketing Research; Part 2: Principles of Marketing Management; 5.: Marketing Strategy andImplementatin and Control; 6.: Market Segmentation and Positioning; 7.: International Market Development; Part 3: The Marketing Mix Principle; 8.: ManagingProducts and Developing Brands; 9.: Price Decisions; 10.: An Introduction to Marketing Communications; 11.: Marketing Communications: Tools, Media and Planning; 12.: Retailing and Channel Management; Part 4: Principles of Relational Marketing; 13.: Services Marketing; 14.: Business-to-Business Marketing; 15.: Relationship Marketing; 16.: Not-for-Profit Marketing; Part 5: Contemporary Marketing Practice; 17.: Digital Marketing; 18.: Post-modern Marketing; 19.: Marketing, Sustainability and Ethics
- ISBN: 978-0-19-957961-7
- Editorial: Oxford University
- Encuadernacion: Rústica
- Páginas: 792
- Fecha Publicación: 16/12/2010
- Nº Volúmenes: 1
- Idioma: Inglés