Marketing/ an introduction
Rosalind Masterson & David Pickton
- 2nd ed.
- London: Sage Publications Ltd., 2010.
- 508 p.
PART I: This is MarketingChapter 1: Marketing todayChapter 2: The marketing environmentPART II: Making Sense of MarketsChapter 3: Buyer behaviourChapter 4: Market segmentation, targeting and positioningChapter 5: Marketing researchPART III: The Marketing MixChapter 6: ProductChapter 7: Service productsChapter 8: Promotion (marketing communications)Chapter 9: PlaceChapter 10: PricePART IV: Managing MarketingChapter 11: Building brands using the international marketing mixChapter 12: Marketing planning
9781849205719
Marketing -- Textbooks. Marketing -- Case studies. Marketing.