Essentials of marketing
- 3ª ed
- Pearson Prentice Hall, 2013
- xvi + 608 p. ; 27 cm
Marketing dynamics The European marketing environment-- Buyer behaviour-- Segmenting markets-- Marketing information and research-- Product-- Price-- Place-- Promotion : integrated marketing communication-- Promotion : advertising and sales promotion-- Promotion : direct and digital marketing-- Promotion : personal selling, PR, and sponsorship-- Marketing strategy and planning-- Services and non-profit marketing.--
Like Brassington's Principles of Marketing, this 'essentials' text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing. ; ; This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. ; ; ; ; These are the steps you need to take: ; ; 1. Make sure that your lecturer is already using the system ; ; Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. ; ; 2. Check whether an access card has been included with the book at a reduced cost ; ; If it has, it will be on the inside back cover of the book. ; ; 3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273727729) ; ; 4. If your lecturer is using the MyLab and you would like to purchase the product... ; ; Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.