Essentials of marketing / / Jim Blythe, Jane Martin

• Autore: Blythe Jim
• Pubblicazione: Harlow, : Pearson, 2016; Harlow, England : , : Pearson, , 2016
• Edizione: 6th ed.
• Descrizione fisica: 1 online resource (xviii, 350 p.) : ill
• Disciplina: 658.802
• Soggetto topico: Marketing
• Soggetto genere / forma: Libros electrónicos.
• Altri autori: MartinJane
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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 -- Glossary -- Index.
• Sommario/riassunto: Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives. Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The book is further complemented by a full range of online resources, including video cases, self-test questions, power-point slides and an instructor’s manual. Professor Jim Blythe is the author of eighteen textbooks and over fifty 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. 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.
• Titolo autorizzato: Essentials of marketing
• ISBN: 9781292100081 (e-book); 9781292098449 (pbk.)
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910154930003321
• Lo trovi qui: Univ. Federico II