Contemporary issues in marketing / Martin Evans and Luiz Moutinho.
By: Evans, Martin (Martin J.)
.
Contributor(s): Moutinho, Luiz.
Material type: 
BookPublisher: London : MacMillan, 1999Description: xi, 227 p. : ill. ; 25 cm.ISBN: 0333677749.Subject(s): MarketingDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00071005 |
Enhanced descriptions from Syndetics:
Contemporary Issues in Marketing provides an innovative approach to learning about key marketing concepts based on a collaboration with Marketing Week .
This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week . Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.
Includes bibliographical references (page 224) and index.
Part 1: Issues in market analysis and customer behaviour -- Introduction -- Marketing issue: The marketing concept -- The marketing environment -- Consumer behaviour -- Marketing research and information -- Part 2: Issues in marketing programmes -- Introduction -- Product policies -- Pricing policy -- Distribution -- Marketing communications -- The 'new' marketing -- Part 3: Issues in strategic marketing planning -- Introduction -- Marketing organisation -- Distribution strategy -- Business to business marketing -- Strategic integration of marketing communications -- Global marketing -- Extending the marketing paradigm -- Strategic issues.
Author notes provided by Syndetics
MARTIN EVANS is Professor of Marketing at the University of the West of England, Bristol.
LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.
MARTIN EVANS is Professor of Marketing at the University of the West of England, Bristol.
LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.