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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Lancaster, Geoffrey, 1938-
Other Authors: Reynolds, Paul (Paul Lewis)
Format: Electronic eBook
Language:Inglés
Published: Oxford ; Boston : Butterworth-Heinemann, 2002.
Subjects:
Marketing.
Marketing
marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • 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.
  • 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.

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