Marketing : the one-semester introduction / Geoff Lancaster and Paul Reynolds.

Format:

Book

Author/Creator:

Lancaster, Geoffrey, 1938-

Contributor:

Reynolds, Paul.

Language:

English

Subjects (All):

Marketing.

Industrial management.

Physical Description:

1 online resource (443 p.)

Edition:

1st edition

Place of Publication:

Oxford : Butterworth-Heinemann, 2002.

Language Note:

English

System Details:

text file

Summary:

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 subje

Contents:

Marketing: The One-Semester Introduction; Copyright; 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 marketing19 Customer care and customer relationship management; Index

Notes:

Includes index.

Includes bibliographical references and index.

ISBN:

9786611013226

9781136380723

1136380728

9781281013224

1281013226

9781429483667

1429483660

9780080496443

008049644X

OCLC:

437182129