Essentials of Marketing

Frances Brassington, Stephen Pettitt

511 pages, parution le 21/09/2004

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Résumé

At last! A concise version of the best-selling Principles of Marketing by Brassington and Pettitt. Combining the best of theory and practice, Essentials of Marketing is the only choice for those who want a fresh and topical introduction to the discipline in a brief format. This text is especially designed to accommodate shorter modules and accelerated courses, providing the fundamental concepts and applications of marketing.

Essentials of Marketing has all the clarity and academic rigour you expect from Frances Brassington and Stephen Pettitt and retains the classic features of the larger version.

Features

Strong pedagogy including chapter objectives and summary.
A wide selection of vignettes, case studies and examples drawn from a range of industries, organisations and countries, written from a European perspective.
End-of-chapter questions to reinforce knowledge.
Discussion questions encouraging debate and further research.
A robust Companion Website at www.booksites.net/brassington with revision material and both learning and teaching aids for students and lecturers.

L'auteur - Frances Brassington

Dr. Frances Brassington is a Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.

L'auteur - Stephen Pettitt

Dr. Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

Sommaire

Marketing dynamics
The european marketing environment
Buyer behaviour
Segmented markets
Marketing information and research
Product
Price
Place
Promotion: integrated marketing communications
Promotion: advertising and personal selling
Promotion: other tools of marketing communication
Marketing management, planning and control
Services and non-profit marketing
E-marketing and new media

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Frances Brassington, Stephen Pettitt
Parution	21/09/2004
Nb. de pages	511
Format	19,5 x 26,5
Couverture	Broché
Poids	980g
Intérieur	Noir et Blanc
EAN13	9780273687856
ISBN13	978-0-273-68785-6