Essentials of marketing
Title:
Essentials of marketing
Author:
Cant, M. C. (Michael Colin), 1957-
ISBN:
9781485131168
Edition:
Sixth edition
Physical Description:
xi, 260 pages : illustrations ; 25 cm
Contents:
Basic marketing principles -- The marketing environment -- The international marketing environment -- Marketing research -- Consumer behaviour -- Market segmentation, targeting and positioning -- Segmenting business markets, choosing target markets and positioning products -- Integrated marketing -- Strategic marketing -- Services marketing
Abstract:
"This edition of Essentials of Marketing once again has a hands-on approach, giving practical explanations of the marketing principles in a business. A number of fundamental aspects of marketing are explained in a logical and understandable way, from the environment in which a business operates to the development of an integrated marketing strategy."--Publisher's website
Added Author: