Marketing: an introduction

by Masterson, Rosalind

Type Book
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This edition gives students embarking on an introductory marketing course at undergraduate level a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies.

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Title Statements

  • Full title :Marketing : an introduction / Rosalind Masterson & David Pickton.

Summary

This edition gives students embarking on an introductory marketing course at undergraduate level a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies.

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Edition Statements

  • Publication Date:2014.
  • Edition:3rd edition

Publication Statements

  • Publisher(s):SAGE
  • Place of Publication:Los Angeles
  • Language:eng
  • Publication Date:2014.

Notes

Previous edition: 2010.

The Physical Object

  • Description:1 online resource (xix, 582 pages : : color illustrations)

Edition Identifiers

  • oclc:on1302150016
  • LC Classification:HF5415
  • Dewey Decimal:658.8

Table of Contents

PART ONE This Is Marketing -- 1 Marketing today -- 2 The marketing environment -- PART TWO Making Sense of Markets -- 3 Buyer behaviour -- 4 Market segmentation, targeting and positioning -- 5 Marketing research -- PART THREE The Marketing Mix -- 6 Product -- 7 Service products -- 8 Promotion (marketing communications) -- 9 Place -- 10 Price -- PART FOUR Managing Marketing -- 11 Building brands using the international marketing mix -- 12 Marketing planning.

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Subjects

Lehrbuch Marketing

Writers

Masterson, Rosalind Pickton, David

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  • Marketing: An Introduction -- (.pdf)

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