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Marketing : Principles and Practice/

By: Adcock;Halborg;RossMaterial type: Text

TextPublication details: Pearson, ISBN: 9781405870221Online resources: Click here to access online

Contents:

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

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
e-Books	Central Library, Sikkim University		Not for loan		E-520

Total holds: 0

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

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