Marketing / Jim Blythe.

Format:

Book

Author/Creator:

Blythe, Jim.

Series:

SAGE course companion.

SAGE course companion

Language:

English

Subjects (All):

Marketing.

Marketing--Study guides.

Physical Description:

1 online resource (vi, 184 p.).

Place of Publication:

London : SAGE Publications, 2006.

Language Note:

English

Summary:

Designed to complement existing textbooks, this volume on marketing provides easy access to the key themes, summaries of the approach taken by the main course textbooks, guidance on the essential study skills required to pass the course, and sample exam questions and answers.

Contents:

Cover; Contents; Part I: Introducing your companion; Part II: Core areas of the curriculum; 1 - The underpinnings of marketing; 2 - The Marketing environment; 3 - Consumer behaviour; 4 - Business-to-business marketing; 5 - Segmentation and targeting; 6 - Marketing information and research; 7 - Marketing communication theories; 8 - Branding and brand management; 9 - International marketing; 10 - Marketing strategy; 11 - Relationship marketing; 12 - Managing products; 13 - Pricing; 14 - Advertising; 15 - PR and sponsorship; 16 - Selling and key-account management

17 - Direct and online marketing18 - Sales Promotion; 19 - Managing channels of distribution; 20 - Services marketing: people processes, physical evidence; 21 - Marketing ethics; Part III: Study, writing and revision skills (in Collaboration with David McIllroy); 1 - How to get the most out of your lectures; 2 - How to make the most of seminars; 3 - Essay writing tips; 4 - Revision hints and tips; 5 - Exam hints and tips; 6 - Tips on interpreting essay and exam questions; Glossary; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9786611244620

9781446212462

1446212467

9781281244628

1281244627

9781847878175

1847878172

OCLC:

476142646