TY  - BOOK
AU  - Adcock;Halborg;Ross
TI  - Marketing : Principles and Practice
SN  - 9781405870221
PB  - Pearson
N1  - What is marketing
Marketing orientations
The marketing environment
E-business – the technology
The competitive environment
Buyer behaviour
Organisational buyer behaviour
Customers, market segmentation and targeting
Marketing information
The marketing offering – the fundamental link between a supplier and its customers
Products and services – the acceptability factor in marketing
Branding and building relationships with customers
Making products available
Affordable offerings – price and value
Communications and promotional planning
Advertising
Direct and on-line marketing
Sales promotion, PR and related activities
Selling
Product policy and new product development
Marketing planning
Research for marketing
Organising marketing analysis
Consumerism, ethics and social responsibility
International marketing
Marketing in action
Glossary of marketing terms
The use of short case studies for studying marketing principles and practice


UR  - http://lib.myilibrary.com?id=56125
ER  -