Essentials of marketing
By: Frances Brassington, Stephen Pettitt
Contributors: Pettitt, Stephen
Edition: 3rd ed.
Publisher: Pearson
Published: 2013
Place of publication: Harlow, England; New York
Language: eng
ISBN-13: 9780273727644
Subjects: Marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing dynamics; title: The European marketing environment; title: Buyer behaviour; title: Segmenting markets; title: Marketing information and research; title: Product; title: Price; title: Place; title: Promotion : integrated marketing communication; title: Promotion : advertising and sales promotion; title: Promotion : direct and digital marketing; title: Promotion : personal selling, PR, and sponsorship; title: Marketing strategy and planning; title: Services and non-profit marketing.