TY  - BOOK
AU  - 
AU  - 
AU  - 
TI  - Marketing.
SN  - 9780199579617
AV  - HF5415.B16 
U1  - 658.8/48 21
PY  - 2011///
CY  - Oxford
PB  - OUP
N1  - 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 --
ER  -