Essentials of marketing

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Title:

Author:

Brassington, Frances.

ISBN:

9780273727644

Personal Author:

Brassington, Frances.

Edition:

3rd ed.

Publication Information:

Harlow, England ; New York : Pearson, 2013.

Physical Description:

ix, 608 p. : ill. ; 27 cm.

Contents:

Marketing dynamics -- The European marketing environment -- Buyer behaviour -- Segmenting markets -- Marketing information and research -- Product -- Price -- Place -- Promotion : integrated marketing communication -- Promotion : advertising and sales promotion -- Promotion : direct and digital marketing -- Promotion : personal selling, PR, and sponsorship -- Marketing strategy and planning -- Services and non-profit marketing.

Subject Term:

Marketing.

Added Author:

Pettitt, Stephen.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025772456	658.8 B823E 2013	1	Searching... Unknown

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Summary

Learn the theory and practice of modern marketing with this concise and dependable text.

Essentials of Marketing, 3rd edition,by Frances Brassington and Stephen Pettitt, combines theory and practice to equip you with all the information to gain a solid foundation in marketing. The book covers a range of applications in a concise and lively style designed to contain all the information you need to understand on the subject.

The text explores modern industries and markets and how marketers today must respond to situations that demand innovative solutions. Like Brassington's 'Principles of Marketing', this 'essentials' text provides guidance to those looking for a no-nonsense book packed with the crucial knowledge you need to master.

This 3rd edition has been revised with updated content to support you on your learning journey. Benefit from features such as:

New and exciting examples. New Topics essential to modern marketing. Real-world case studies. End-of chapter-questions.

With its range of learning features and concise style, this text is excellent for short introductory courses in marketing.

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