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Effective marketing : principles and practice

Author: Jacqueline Bishop
Publisher: Liverpool : Liverpool Business Pub., 2002.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"This book is written for those studying marketing for the first time either at degree level or for a professional qualification. It directly addresses the syllabuses for CIPS marketing, CIM marketing fundamentals and CIMA marketing." "The principles of marketing are explained clearly and concisely. The academic theory is backed up by practical examples from successful companies and products. Each chapter includes a  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jacqueline Bishop
ISBN: 1903500036 9781903500033
OCLC Number: 48627594
Description: x, 220 p. : ill. ; 24 cm.
Contents: Sect. 1. Introduction to Marketing --
Ch. 1. Marketing Concept --
Ch. 2. Marketing Planning Process --
Ch. 3. Marketing Environment --
Sect. 2. Analysing and Selecting Markets --
Ch. 4. Marketing Research --
Ch. 5. Consumer Buying Behaviour --
Ch. 6. Organisational Buying Behaviour --
Ch. 7. Segmentation, Targeting and Positioning --
Sect. 3. Marketing Mix --
Ch. 8. Product --
Ch. 9. Price --
Ch. 10. Place --
Ch. 11. Extended Marketing Mix/Services Marketing --
Ch. 12. Extended Marketing Mix/Services Marketing --
Sect. 4. Marketing Extended --
Ch. 13. International Marketing --
Ch. 14. Relationship Marketing and Internal Marketing.
Responsibility: Jacqueline Bishop.
More information:

Abstract:

"This book is written for those studying marketing for the first time either at degree level or for a professional qualification. It directly addresses the syllabuses for CIPS marketing, CIM marketing fundamentals and CIMA marketing." "The principles of marketing are explained clearly and concisely. The academic theory is backed up by practical examples from successful companies and products. Each chapter includes a recap, discussion questions, and a summary of key terms to guide the reader through the jargon that many students may find baffling." "The author discusses topical and current issues, with sections on IT, e-commerce, direct marketing, and relationships marketing, all areas which are growing in significance. While other books may concentrate on buying and pricing in consumer markets, Effective Marketing deals equally with business markets."--BOOK JACKET.

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schema:reviewBody""This book is written for those studying marketing for the first time either at degree level or for a professional qualification. It directly addresses the syllabuses for CIPS marketing, CIM marketing fundamentals and CIMA marketing." "The principles of marketing are explained clearly and concisely. The academic theory is backed up by practical examples from successful companies and products. Each chapter includes a recap, discussion questions, and a summary of key terms to guide the reader through the jargon that many students may find baffling." "The author discusses topical and current issues, with sections on IT, e-commerce, direct marketing, and relationships marketing, all areas which are growing in significance. While other books may concentrate on buying and pricing in consumer markets, Effective Marketing deals equally with business markets."--BOOK JACKET."
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