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Principles and practice of marketing

By: Contributor(s): Material type: TextPublication details: London : McGraw-Hill, 2010.Edition: 6th edDescription: xxxi, 946 p. : col. ilus., 27 cmISBN:
  • 0077123301
  • 978-0077123307
Subject(s): LOC classification:
  • HF5413 .J57
Contents:
Part 1: Fundamentals of Modern Marketing Thought Chapter 1: Marketing in the Modern Organization Chapter 2: Marketing Planning: An Overview of Marketing Part 2: Marketing Analysis Chapter 3: The Marketing Environment Chapter 4: Understanding Consumer Behaviour Chapter 5: Understanding Organizational Buying Behaviour Chapter 6: Understanding Marketing Ethics and Corporate Social responsibility Chapter 7: Marketing Research and Information Systems Chapter 8: Market Segmentation and Positioning Part 3: Marketing Mix Decisions Product Chapter 9: Managing Products: Brand and Corporate Identity Management Chapter 10: Managing Products: Product Life Cycle, Portfolio Planning and Product Growth Strategies Chapter 11: Developing New Products Price Chapter 12: Pricing Strategy Promotion Chapter 13: Advertising Chapter 14: Personal Selling and Sales Management Chapter 15: Direct Marketing Chapter 16: Other Promotional Mix Methods Place Chapter 17: Distribution Spanning the Marketing Mix Chapter 18: Digital Marketing Part 4: Competition and Marketing Chapter 19: Analysing Competitors and Creating a Competitive Advantage Chapter 20: Competitive Marketing Strategy Part 5: Marketing Implementation and Application Chapter 21: Managing Marketing Implementation, Organization and Control Chapter 22: Services Marketing Chapter 23: International Marketing
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Books Methodist University Library Tema Reference HF5413 .J57 (Browse shelf(Opens below)) Available 38620

Includes Index

Part 1: Fundamentals of Modern Marketing Thought
Chapter 1: Marketing in the Modern Organization
Chapter 2: Marketing Planning: An Overview of Marketing

Part 2: Marketing Analysis
Chapter 3: The Marketing Environment
Chapter 4: Understanding Consumer Behaviour
Chapter 5: Understanding Organizational Buying Behaviour
Chapter 6: Understanding Marketing Ethics and Corporate Social responsibility
Chapter 7: Marketing Research and Information Systems
Chapter 8: Market Segmentation and Positioning

Part 3: Marketing Mix Decisions Product
Chapter 9: Managing Products: Brand and Corporate Identity Management
Chapter 10: Managing Products: Product Life Cycle, Portfolio Planning and Product Growth Strategies
Chapter 11: Developing New Products Price
Chapter 12: Pricing Strategy Promotion
Chapter 13: Advertising
Chapter 14: Personal Selling and Sales Management
Chapter 15: Direct Marketing
Chapter 16: Other Promotional Mix Methods Place
Chapter 17: Distribution Spanning the Marketing Mix
Chapter 18: Digital Marketing

Part 4: Competition and Marketing
Chapter 19: Analysing Competitors and Creating a Competitive Advantage
Chapter 20: Competitive Marketing Strategy

Part 5: Marketing Implementation and Application
Chapter 21: Managing Marketing Implementation, Organization and Control
Chapter 22: Services Marketing
Chapter 23: International Marketing

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