Marketing

2. Auflage 2003
ISBN: 978-0-333-98789-6
Verlag: Palgrave Macmillan

Buch, Englisch, 448 Seiten, Book, Format (B × H): 158 mm x 232 mm, Gewicht: 664 g

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

Zielgruppe

Lower undergraduate

Autoren/Hrsg.

Lancaster, Geoff

Cowling, M.

Reynolds, Paul

Inhaltsverzeichnis

Development of the Marketing Concept.- Marketing and the Organization's Micro and Macro-environments.- Customers and Marketing.- Buyer Behaviour.- Marketing Information Systems and Forecasting.- Marketing Research.- Products and Services.- Pricing.- Channels of Distribution.- Logistics Management.- Managing Selling.- Above and Below-the-line Promotion.- Public Relations.- International Marketing.- Marketing Planning.- Marketing and the Use of Internet Technology.- Customer Relationship Management.

Über Autor(innen)

GEOFF LANCASTER is Professor of Marketing at the University of North London Business School, and Chairman of Durham Associates PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield