Brassington, Frances creator Pettitt, Stephen text xxu London Prentice Hall 2006 4th ed. monographic eng

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xixi, 1264 p. : ill, (col.) ; 27 cm Contents:1. Marketing dynamics -- 2. The European marketing environment -- 3. Consumer behaviour -- 4. B2B buying behaviour -- 5. Segmenting markets -- 6. Marketing information and research -- 7. Anatomy of a product -- 8. Product management -- 9. New product development -- 10. Pricing : context and concepts -- 11. Pricing strategies -- 12. Marketing channels and logistics -- 13. Retailers and wholesalers -- 14. Integrated marketing communication -- 15. Advertising -- 16. Sales promotion -- 17. Personal selling and sales management -- 18. Direct marketing and exhibitions -- 19. Public relations and sponsorship -- 20. Strategic marketing -- 21. Marketing planning, management and control -- 22. Services and non-profit marketing -- 23. International marketing -- 24. E-marketing and new media. Frances Brassington and Stephen Pettitt Includes glossary and index. Marketing HF5415.B63 9780273695592 0273695592 120517 20210928095420.0