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Fundamentals of Marketing
Af: Marilyn A Stone, Marilyn Stone Engelsk Paperback
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kr 141
Fundamentals of Marketing
Af: Marilyn A Stone, Marilyn Stone Engelsk Paperback

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.

The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.

Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.

Visit the Companion website at www.routledge.com/textbooks/9780415370974

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Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.

The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.

Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.

Visit the Companion website at www.routledge.com/textbooks/9780415370974

Produktdetaljer
Sprog: Engelsk
Sider: 512
ISBN-13: 9780415370974
Indbinding: Paperback
Udgave:
ISBN-10: 0415370973
Kategori: Salg og marketing
Udg. Dato: 21 dec 2006
Længde: 31mm
Bredde: 245mm
Højde: 186mm
Oplagsdato: 21 dec 2006
Forfatter(e) Marilyn A Stone, Marilyn Stone


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 512


Udgave


Længde 31mm


Bredde 245mm


Højde 186mm

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