01917cam a2200241 4500
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19980626d1997 u||y0pory50 ba
eng
GB
Principles of marketing
Frances Brassington, Stephen Pettitt
London
Pitman
1997
XVIII, 1086 p.
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
2131
Autoridade
Marketing
306
Marketing
Gestão
Autoridade
658.8
BN
por
Brassington
Frances
Pettitt
Stephen
PT
IPAM
RPC
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2016-11-18
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IPAM-MT
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658.8 BRA 2191
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