Marketing : an introduction

Rosalind Masterson; David Pickton

PART ONE This Is Marketing -- 1 Marketing today -- 2 The marketing environment -- PART TWO Making Sense of Markets -- 3 Buyer behaviour -- 4 Market segmentation, targeting and positioning -- 5 Marketing research -- PART THREE The Marketing Mix -- 6 Product -- 7 Service products -- 8 Promotion (marketing communications) -- 9 Place -- 10 Price -- PART FOUR Managing Marketing -- 11 Building brands using the international marketing mix -- 12 Marketing planning

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Year of publication:	2014 ; 3. ed.
Authors:	Masterson, Rosalind ; Pickton, David
Publisher:	Los Angeles, Calif. [u.a.] : Sage
Subject:	Marketing
Description of contents:	Table of Contents [gbv.de]

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Extent:	XIX, 582 S. Ill 27 cm
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-1-4462-9642-4 ; 978-1-4462-6646-5 ; 978-1-4462-6647-2
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011472856