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Essentials of Marketing de Jane Martin

Essentials of Marketing

Autor Jane Martin, Jim Blythe
en Limba Engleză Paperback – 23 feb 2023
A thorough insight into the core marketing concepts using real-life examples.
Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
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Specificații

ISBN-13: 9781292429533
ISBN-10: 1292429534
Pagini: 384
Dimensiuni: 194 x 262 x 17 mm
Greutate: 0.74 kg
Ediția:8. Auflage
Editura: Pearson

Notă biografică

Jane Martin is a senior lecturer in marketing and Marketing Programme Leader at the University of Chester. She has taught in universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.
Professor Jim Blythe is the author of 18 textbooks and over 50 journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled and holds a private pilot's licence.

Cuprins

  1. What do marketers do?
  2. The marketing environment
  3. Consumer and buyer behaviour
  4. Segmentation, targeting and positioning
  5. Market research
  6. Products, branding and packaging
  7. Pricing strategies
  8. Distribution
  9. Marketing communications and promotional tools
  10. Marketing planning, implementation and control
  11. Services marketing
  12. Sustainable marketing
GlossaryIndex