Essentials of Marketing
This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers.
Hunt, S. D. and Arnett, D. B. (2004) 'Market segmentation strategy, competitive advantage and public policy: grounding segmentation strategy in resourceadvantage theory', Australasian Marketing Journal, 12(1): 7–25.
This book continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. It is ideal for those who wish to incorporate outside projects or readings into their course.
The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.
In alignment with its subject matter, The Handbook of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
Parents have children and manufacturers too have children i.e. products. Thus branding is a marketing process by which a product is named i.e. branded. 5.1.2 Reasons for Branding • It is useful for sales promotion in the market where ...
Its managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach.
Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.