MTU Cork Library Catalogue

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Principles of marketing / Frances Brassington and Stephen Pettitt.

By: Brassington, Frances.
Contributor(s): Pettitt, Stephen.
Material type: materialTypeLabelBookPublisher: Harlow, England : Financial Times / Prentice Hall, 2000Edition: 2nd ed.Description: xx, 1079 p. : col. ill. ; 27 cm.ISBN: 0273644440.Subject(s): MarketingDDC classification: 658.8
Contents:
Part I: Marketing and its environment -- Marketing dynamics -- The European marketing environment -- Part II: Customers and markets -- Consumer behaviour -- Organisational buying behaviour -- Segmenting markets -- Marketing information and research -- Part III: Product -- Anatomy of a product -- Product management -- New product development -- Part IV: Price -- Pricing: Context and concepts -- Pricing strategies -- Part V: Place -- Marketing channels and logistics -- Retailers and wholesalers -- Part VI: Promotion -- Communication and promotional mix -- Advertising -- Sales promotion -- Personal selling and sales management -- Direct and online marketing -- Public relations, sponsorship and exhibitions -- Part VII: Marketing management -- Strategic marketing -- Marketing planning, management and control -- Services and non-profit marketing -- International marketing.
Holdings
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 00160471
Total holds: 0

Enhanced descriptions from Syndetics:

Comments from the first edition: 'the most impressive introductory textbook ... a textbook which not only stands up to the clones of the better known American texts but, in my view outperforms them.' Michael Baker, Strathclyde University'European perspectives are wholly appropriate and I consider this to be a significant plus point of the text.' Andy Inglis, London Guildhall University'Good state of the art mainstream marketing text ... very well written.' Patrick de Pelsmacker, University of Antwerp, RUCAPrinciples of Marketing is widely recognised as a comprehensive, user-friendly introduction to the study of marketing. All the key topics in marketing are covered as well as emerging marketing themes such as relationship marketing, direct marketing, serivces and non-profit marketing. This second edition has been strengthened to reflect valuable feedback from throughout the academic community. Praised for its relevance to students and its sophisticated packaging the new edition is even more in tune with its market, changes include: * Even more examples showing how marketing theory is applied in practice. Marketing in Action vignettes are longer and more comprehensive and could easi

Includes bibliographical references and index.

Part I: Marketing and its environment -- Marketing dynamics -- The European marketing environment -- Part II: Customers and markets -- Consumer behaviour -- Organisational buying behaviour -- Segmenting markets -- Marketing information and research -- Part III: Product -- Anatomy of a product -- Product management -- New product development -- Part IV: Price -- Pricing: Context and concepts -- Pricing strategies -- Part V: Place -- Marketing channels and logistics -- Retailers and wholesalers -- Part VI: Promotion -- Communication and promotional mix -- Advertising -- Sales promotion -- Personal selling and sales management -- Direct and online marketing -- Public relations, sponsorship and exhibitions -- Part VII: Marketing management -- Strategic marketing -- Marketing planning, management and control -- Services and non-profit marketing -- International marketing.

Table of contents provided by Syndetics

  • 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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