Taylor's Library

Normal view MARC view ISBD view

Marketing : essential principles, new realities / Jonathan Groucutt, Peter Leadley, Patrick Forsyth.

By: Groucutt, Jon.
Contributor(s): Leadley, Peter, 1943- | Forsyth, Patrick.
Publisher: London : Kogan Page, 2004Description: xviii, 540 p. : ill. ; 25 cm.ISBN: 0749441143.Subject(s): MarketingDDC classification: 658.82
Contents:
1. What is marketing? - 2. The business and marketing environment. - 3. Ethical marketing and social responsibility. - 4. Buyer behaviour. - 5. Segmenting, positioning and targeting. - 6. Marketing research. - 7. Marketing and strategy. - 8. Products and brands. - 9. Price and pricing strategies. - 10. Promotion 1. - 11. Promotion 2. - 12. People, physical evidence and process. - 13. Placement, distribution and logistics. - 14. Marketing across borders: the international dimension. - 15. Application: bringing the elements together.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.82 GRO (Browse shelf) 1 Available SOMAC,37003,03,AD 5000034843

Includes bibliographical references (p. [521]-530) and index.

1. What is marketing? - 2. The business and marketing environment. - 3. Ethical marketing and social responsibility. - 4. Buyer behaviour. - 5. Segmenting, positioning and targeting. - 6. Marketing research. - 7. Marketing and strategy. - 8. Products and brands. - 9. Price and pricing strategies. - 10. Promotion 1. - 11. Promotion 2. - 12. People, physical evidence and process. - 13. Placement, distribution and logistics. - 14. Marketing across borders: the international dimension. - 15. Application: bringing the elements together.