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Marketing : the one-semester introduction /
Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and th...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Oxford ; Boston :
Butterworth-Heinemann,
2002.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Lancaster, Geoffrey, |d 1938- | |
| 245 | 1 | 0 | |a Marketing : |b the one-semester introduction / |c Geoff Lancaster and Paul Reynolds. |
| 260 | |a Oxford ; |a Boston : |b Butterworth-Heinemann, |c 2002. | ||
| 300 | |a 1 online resource (v, 436 pages) : |b illustrations | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a 1. Introduction to marketing -- 2. The marketing-orientated organisation -- 3. The marketing environment -- 4. The functions of marketing -- 5. Market segmentation, targeting and positioning of marketing -- 6. Buyer behaviour -- 7. Marketing communications I -- 8. Marketing communications II: personal selling -- 9. Channels of distribution -- 10. Physical distribution management. | |
| 505 | 8 | |a 11. Pricing -- 12. Product policy -- 13. Marketing research -- 14. Sales forecasting -- 15. International marketing -- 16. Societal marketing -- 17. Marketing strategy, planning and control -- 18. The use of internet technology in marketing -- 19. Customer care and customer relationship management. | |
| 520 | |a Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: · is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student· provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory th. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Marketing. | |
| 650 | 2 | |a Marketing | |
| 650 | 6 | |a Marketing. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Distribution. |2 bisacsh | |
| 650 | 7 | |a Marketing |2 fast | |
| 700 | 1 | |a Reynolds, Paul |q (Paul Lewis) | |
| 776 | 0 | 8 | |i Print version: |a Lancaster, Geoffrey, 1938- |t Marketing. |d Oxford ; Boston : Butterworth-Heinemann, 2002 |z 0750643811 |z 9780750643818 |w (DLC) 2001043546 |w (OCoLC)47947792 |
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