Marketing : a very short introduction / Kenneth Le Meunier-FitzHugh.

Format:

Book

Author/Creator:

Le Meunier-FitzHugh, Kenneth, author.

Series:

Very short introductions ; 663.

Very short introductions ; 663

Language:

English

Subjects (All):

Marketing.

Physical Description:

xx, 151 pages : illustrations ; 18 cm.

Edition:

First edition.

Place of Publication:

Oxford : Oxford University Press, 2021.

Contents:

1 The nature of marketing p. 1

2 Marketing research p. 16

3 Segmentation, targeting, and positioning, and the role of branding p. 30

4 Consumer and buyer behaviour and the value proposition p. 47

5 Promotions (marketing communications) and social media p. 63

6 Price and place (managing channels) p. 80

7 Product, new product development, and service marketing p. 97

8 The changing nature of marketing p. 114.

Notes:

Includes bibliographical references (pages 131-144) and index.

ISBN:

0198827334

9780198827337

OCLC:

1162989496