Essentials of Marketing
- ISBN-10
- 0077098609
- ISBN-13
- 9780077098605
- Series
- Essentials of Marketing
- Category
- Marketing
- Pages
- 549
- Language
- English
- Published
- 2001-12-01
- Authors
- Ruth Ashford, Geoff Lancaster, Lester Massingham
Description
The new edition of Essentials of Marketing synthesises contemporary marketing knowledge to present the fundamental principles that underpin any introductory marketing course, while retaining the core coverage of marketing perspectives, tools, and planning from the previous edition. This edition has been revised to meet the needs of students taking the CIM Marketing Fundamentals examination, for which this text is essential reading.
Get the book
Other editions
Similar books
-
Essentials of Marketing
By Edmund Jerome McCarthy, William D. PerreaultEssentials of Marketing
-
Essentials of Marketing
By Edmund Jerome McCarthy, William D. PerreaultEssentials of Marketing
-
Essentials of Marketing
By Edmund Jerome McCarthy, Joseph P. Cannon, PERREAULTThe 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.
-
Essentials of Marketing
By William, E. Jerome McCarthy, Joseph CannonThis book is about marketing and marketing strategy planning.
-
Essentials of Marketing
By Jim Blythe, Jane MartinOn the other hand there is strong evidence that newness as such is an important factor in the consumer's decision-making process (Haines 1966). In other words, people like new things, but there is a cost attached.
-
The Essentials of Contemporary Marketing
By Mo WillanIn 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.
-
Essentials of Marketing- LOOSELEAF
By William D. Perreault, Joseph P. Cannon, E. Jerome McCarthyIts 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.
-
Essentials of Marketing Communications
By Jim BlytheNEW TO THIS EDITION While retaining the core structure of the second edition, this third edition includes: "- ""a more up-to-date account of communication theory;" "- ""more extensive coverage of exhibitions and trade fairs;" "- ""a ...
-
Essentials of Marketing Management
By Geoffrey Lancaster, Lester MassinghamThis second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.
-
Absolute Essentials of Marketing Research
By Bonita M. KolbFocused 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.