Marketing principles / William M Pride, O. C. Ferrell, Bryan A Lukas, Sharon Schembri, Outi Niininen.
Material type: TextPublisher: South Melbourne, Vic. Cengage Learning, 2015Copyright date: ©2015Edition: 2nd Asia-Pacific editionDescription: xxxi, 602 pages : colour illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 9780170254793
- 0170254798
- 658.8 23
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.8 PRI (Browse shelf(Opens below)) | 1 | Available | A557844B |
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Includes index.
Part 1: Marketing Groundwork -- 1. Key concepts in marketing -- 2. Marketing planning and strategy in a competitive environment -- 3. Marketing research and information systems -- Part 2: Understanding Markets -- 4. Consumer behaviour -- 5. Segmentation, traget markets and positioning -- 6. Business markets and buying behaviour -- Part 3: The Expanded Marketing Mix -- 7. The power of branding -- 8. Product decisions -- 9. Developing and managing goods and services -- 10. Pricing decisions -- 11. Distribution decisions -- 12. Integrating marketing communications: Designing promotional campaigns -- 13. Marketing communications mix variables: Application -- 14. Expanding the marketing mix -- 15. Digital marketing and social networking.
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