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Product Identifiers
PublisherPearson Education, The Limited
ISBN-100273695592
ISBN-139780273695592
eBay Product ID (ePID)119879877
Product Key Features
Edition4
Book TitlePrinciples of Marketing
Number of Pages1296 Pages
LanguageEnglish
TopicMarketing / General
Publication Year2006
FeaturesRevised
IllustratorYes
GenreBusiness & Economics
AuthorFrances Brassington, Stephen Pettitt
FormatTrade Paperback
Dimensions
Item Height2 in
Item Weight86.8 Oz
Item Length10.5 in
Item Width7.8 in
Additional Product Features
LCCN2006-045653
Dewey Edition23
Number of Volumes2 vols.
Dewey Decimal658.8
Edition DescriptionRevised edition
Table Of ContentPart I- Marketing And Its Environment 1. Marketing dynamics 2. The European marketing environment Part II- Customers and Markets 3. Consumer behaviour 4. B2B buying behaviour 5. Segmenting markets 6. Marketing information and research Part III- Product 7. Anatomy of a product 8. Product management 9. New product development Part IV-Price 10. Pricing, context and concepts 11. Pricing strategies Part V- Place 12. Marketing channels and logistics 13. Retailers and wholesalers Part VI- Promotion 14. Integrated marketing communication 15. Advertising 16. Sales promotion 17. Personal selling and sales management 18. Direct marketing and exhibitions 19. Public relations and sponsorship Part VII-Marketing Management 20. Strategic Marketing 21. Marketing planning, management and control 22. Services and non-profit marketing 23. International marketing 24. E-marketing and new media
SynopsisThis well-respected and widely-adopted text has now been fully updated to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness., Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students - leading them painlessly through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'. This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.
LC Classification NumberHF5410
