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Marketing. / Paul Baines, Chris Fill, Kelly Page

By: Contributor(s): Material type: TextPublication details: Oxford: OUP, 2011.Edition: 2nd edDescription: xxxiii, 756 p.: illISBN:
  • 9780199579617
DDC classification:
  • 658.8/48 21
LOC classification:
  • HF5415.B16
Contents:
Contents: 1. Marketing fundamentals: Marketing principles and society -- The marketing environment -- Consumer buying behavior -- Marketing research -- 2. Principles of marketing management: Marketing strategy -- Market segmentation and positioning -- International market development -- 3. The marketing mix principle: Developing products and brands -- Price decisions -- An introduction to marketing communications -- Marketing communications: tools, media and planning -- Retailing and channel management -- 4. Principles of relational marketing: Services marketing -- Business-to-business marketing -- Relationship marketing -- Not-for-profit marketing -- 5. Contemporary marketing practice: Digital marketing practice -- Postmodern marketing -- Marketing, sustainability and ethics --
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5415.B16(2e) (Browse shelf(Opens below)) Available K/1634/1634/19

Includes glossary and index.

Contents: 1. Marketing fundamentals: Marketing principles and society -- The marketing environment -- Consumer buying behavior -- Marketing research -- 2. Principles of marketing management: Marketing strategy -- Market segmentation and positioning -- International market development -- 3. The marketing mix principle: Developing products and brands -- Price decisions -- An introduction to marketing communications -- Marketing communications: tools, media and planning -- Retailing and channel management -- 4. Principles of relational marketing: Services marketing -- Business-to-business marketing -- Relationship marketing -- Not-for-profit marketing -- 5. Contemporary marketing practice: Digital marketing practice -- Postmodern marketing -- Marketing, sustainability and ethics --

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