The Financial times marketing casebook / Levela Rickard and Kit Jackson.
Material type:
TextPublisher: Harlow : Financial Times Prentice Hall, c2000Edition: Second editionDescription: viii, 171 pages : illustration ; 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0273638963 [paperback]Subject(s): Marketing -- Case studiesDDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Book
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658.8 R42 2000 (Browse shelf) | Available | 3UCBL000004010 |
Previous ed.: 1997.
Includes index.
Contents: 1. Marketing dynamics -- 2. The european marketing environment -- 3. Consumer behavior -- 4. Organisational buying behaviour -- 5. Segmenting markets -- 6. Marketing information and research -- 7. Anatomy of a product -- 8. Product management -- 9. New product development -- 10. Price -- 11. Pricing strategies -- 12. Marketing channels -- 13. Retailers and wholesalers -- 14. Communication and the promotional mix -- 15. Advertising -- 16. Sales promotion -- 17. Personal selling and sales management -- 18. Direct and internet marketing -- 19. Public relations, sponsorship and exhibitions -- 20. Strategic marketing -- 21. Marketing planning, management and control -- 22. Services and non-profit marketing -- 23. International marketing.
BSBA-Financial Management
English
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