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Marketing: An Introductory Text

Marketing: An Introductory Text


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About the Book

The fifth edition of Marketing is a direct response to substantial changes which have occurred in marketing thinking and practice in the past six years. All the basic material has been revised, updated and, in many cases, extended to ensure the complete coverage expected of what has become the best known and widely used British text book on the subject. The marketing of services is the subject of a new chapter on its own as is the impact of information technology.

Table of Contents:
PART 1 INTRODUCTION - The Marketing Concept: Meeting Needs - The Marketing Environment - Marketing Strategy and Management: An Introduction - PART 2 UNDERSTANDING MARKET BEHAVIOUR AND ANALYSIS MARKETING OPPORTUNITIES - Market Structure, Conduct and Performance - Measuring and Forecasting: The Concepts of Demand and Supply - Competitive Analysis - Market Segmentation, Targeting and Positioning - Consumer Buying Behaviour - Organisational Buying Behaviour - Patterns of Distribution - Marketing Research - PART 3 THE MARKETING MIX: PRODUCTS, SERVICES AND IDEAS - Product Policy - Pricing Policy - Placing Products - Promotion Policy - The Promotion Mix: Advertising - The Promotion Mix: Personal Selling and Sales Management - The Promotion Mix: Sales Promotion - PART 4 ORGANISING FOR MARKETING - The Marketing Information System - The Company: Organising for Marketing - Marketing Management - Report Writing and the Written Analysis of Cases - PART 5 MARKETING IN OTHER AREAS - The Marketing of Services - Marketing and Society: Non Profit Marketing - International Marketing


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Product Details
  • ISBN-13: 9780333556856
  • Publisher: Palgrave Macmillan
  • Publisher Imprint: Palgrave Macmillan
  • Edition: Revised edition
  • Sub Title: An Introductory Text
  • Width: 156 mm
  • ISBN-10: 0333556852
  • Publisher Date: 12 Jul 1991
  • Binding: Hardback
  • Height: 234 mm
  • Weight: 1010 gr


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