Marketing
Title:
Marketing
Author:
Blythe, Jim.
ISBN:
9781847878175
Personal Author:
Publication Information:
London : SAGE Publications, 2006.
Physical Description:
1 online resource (vi, 184 p.)
Series:
SAGE course companion
SAGE course companion.
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
Abstract:
Packed full of lively debate and funny anecdotes, this book covers topics that students will recognize from their marketing course, such as key thinkers and concepts, and some that they won't. It looks at areas that textbooks ignore, such as the development of marketing as a discipline and as an academic subject and raises arguments that they won't have heard about in their lectures. It's the antidote to the boring textbook, but still tackles the key areas addressed on marketing courses. It will challenge students' thinking and help them get a good mark in their exams.
Genre:
Electronic Access:
EBSCOhost http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=251186