|Principles of Marketing||
Principles of Marketing
|97.60||approx. 7-9 days|
|Principles of Marketing with Companion Website with Gradetracker Student Access Card||9781405846349
Principles of Marketing with Companion Website with Gradetracker Student Access Card
Brassington and Pettitt’s Principles of Marketing has proven to be hugely popular with first-time marketing students – leading them painlessly through their course from basic principles such as ‘what product should I market?’ to more specialised topics such as ‘Relationship Marketing’.
This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.
The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.
· NEW part openers with video case study vignettes. Students will learn in a more interactive way by first reading the introduction to the case and then going online to watch short video clips.
· ‘E-Marketing in Action’ boxes have been completely re-written to keep up to date with current thinking.
· There are 19 NEW cases and all 22 other cases have been updated to bring even more relevance to students’ learning.
· A completely revised OneKey interactive online resource package, which will now be fully mapped to this new edition.
Part I- Marketing And Its Environment
1. Marketing dynamics
2. The European marketing environment
Part II- Customers and Markets
3. Consumer behaviour
4. B2B buying behaviour
5. Segmenting markets
6. Marketing information and research
Part III- Product
7. Anatomy of a product
8. Product management
9. New product development
10. Pricing, context and concepts
11. Pricing strategies
Part V- Place
12. Marketing channels and logistics
13. Retailers and wholesalers
Part VI- Promotion
14. Integrated marketing communication
16. Sales promotion
17. Personal selling and sales management
18. Direct marketing and exhibitions
19. Public relations and sponsorship
Part VII-Marketing Management
20. Strategic Marketing
21. Marketing planning, management and control
22. Services and non-profit marketing
23. International marketing
24. E-marketing and new media
PRINCIPLES OF MARKETING
Frances Brassington and Stephen Pettitt
Principles of Marketing is the indispensable introduction to marketing. It explains all the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. Extensively revised and updated, this fourth edition continues to provide a fresh and topical introduction from a truly European perspective.
Principles of Marketing now offers an unrivalled media package including an online interactive study guide, a video lounge, integrated video case studies and much more! With this new edition, there is also the option to download study notes onto your MP3 player, with VangoNotes.
In addition, Principles of Marketing retains all of the classic features, fully revised and updated, that make it a favourite with students and lecturers alike:
Comprehensive, detailed and accessible, this book is essential for undergraduate, postgraduate and post-experience students on introductory marketing courses or modules.
Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.
Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.
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