Essentials of Marketing
Autor Jane Martin, Jim Blytheen Limba Engleză Paperback – 24 feb 2023
Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.
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Specificații
ISBN-13: 9781292429533
ISBN-10: 1292429534
Pagini: 384
Dimensiuni: 195 x 265 x 21 mm
Greutate: 0.82 kg
Ediția:8. Auflage
Editura: Pearson
ISBN-10: 1292429534
Pagini: 384
Dimensiuni: 195 x 265 x 21 mm
Greutate: 0.82 kg
Ediția:8. Auflage
Editura: Pearson
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Notă biografică
Jane Martin is a senior lecturer in marketing and Marketing Programme Leader at the University of Chester. She has taught in universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.
Professor Jim Blythe is the author of 18 textbooks and over 50 journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled and holds a private pilot's licence.
Professor Jim Blythe is the author of 18 textbooks and over 50 journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled and holds a private pilot's licence.
Cuprins
- What do marketers do?
- The marketing environment
- Consumer and buyer behaviour
- Segmentation, targeting and positioning
- Market research
- Products, branding and packaging
- Pricing strategies
- Distribution
- Marketing communications and promotional tools
- Marketing planning, implementation and control
- Services marketing
- Sustainable marketing