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Principles of marketing / Frances Brassington, Stephen Pettitt

Main Author Brassington, Frances Coauthor Pettitt, Stephen Publication London : Pitman, 1997 Description XVIII, 1086 p. ISBN 0-273-60513-5 Topical name Marketing
Marketing - Gestão
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book IPAM Porto
658.8 BRA 2191 Available 2191
Total holds: 0

Contents

Part I - Marketing and its environment

1. Marketing dynamics
2. The European marketing environment

Part II - Customers and markets

3. Customer behavior
4. Organizational buying behavior
5. Segmenting markets
6. Marketing information and research

Part III - Product

7. Anatomy of 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
13. Retailers and wholesalers
14. Physical distribution and logistics

Part VI - Promotion

15 Communication and promotional mix
16. Advertising
17. Sales promotion
18. Personal selling and sales management
19. Direct marketing
20. Public relations, sponsorship and exhibitions

Part VII - Marketing management

21. Strategic management
22. Marketing planning, management and control

Part VIII - Marketing applications

23. Services marketing
24. Marketing and the smaller business
25. International marketing
26. Current perspectives in marketing

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