Principles of Marketing

3.67 avg rating
( 12 ratings by Goodreads )
 
9780273657910: Principles of Marketing

The is the third edition of this well respected and widely adopted Principles of Marketing. It has been fully revised and updated to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness. It offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasises implementation and application through highlighted examples, vignettes and case studies based on a wide variety of national and international organisations and brands.

"synopsis" may belong to another edition of this title.

From the Back Cover:

The well respected and widely adopted Principles of Marketing has been fully revised and updated in this third edition to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness. It offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasises implementation and application through highlighted examples, vignettes and case studies, based on a wide variety of national and international organisations and brands. New features for this edition: A new chapter dedicated to e-marketing and new media, recognising the importance and potential of this emerging area An ‘e-marketing in action’ vignette in each chapter further emphasising the pervasiveness and relevance of electronic tools in every area of marketing activity A more overt focus on corporate social responsibility throughout the text and specifically through a new ‘CSR in action’ vignette in each chapter Expansion and revision of a number of favourite case studies from the second edition as well as a wide range of completely new case studies Classic features: A clearly written and structured text, including chapter objectives and summary. A wide selection of vignettes and examples are included in each chapter to illustrate the concepts presented. These are drawn from a range of industries, organisations and countries. Each chapter has two short case studies, again drawn from a range of industries, organisations and countries. End of chapter questions give students the opportunity to revise the material presented and to check their understanding of it. Discussion questions, encouraging students to debate issues or to research further into marketing practice can also be used as the basis for seminar work for students working individually or in small groups. The text is written from a European perspective and with a wide European orientation in the examples, vignettes and cases. The text is accompanied by a companion website with revision material and learning aids for students and teaching aids for lecturers. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.   Dr Frances Brassington is a Senior Lecturer in Marketing at Buckinghamshire Chilterns University College. Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

Review:

'the most impressive introductory textbook xxx; a textbook which not only stands up to the clones of the better known American texts but, in my view, outperforms them' Michael Baker, Strathclyde University

"About this title" may belong to another edition of this title.

Buy New View Book
List Price: US$ 99.50
US$ 15.94

Convert Currency

Shipping: US$ 30.47
From Germany to U.S.A.

Destination, Rates & Speeds

Add to Basket

Top Search Results from the AbeBooks Marketplace

1.

Stephen Pettitt Frances Brassington
Published by Prentice Hall (2002)
ISBN 10: 0273657917 ISBN 13: 9780273657910
New Softcover Quantity Available: 1
Seller:
unifachbuch
(Köln, NRW, Germany)
Rating
[?]

Book Description Prentice Hall, 2002. Softcover. Book Condition: Neu. Unbenutzte Restauflage Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - This text has been fully revised and updated to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness. It offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasises implementation and application through highlighted examples, vignettes and case studies based on a wide variety of national and international organisations and brands. 1136 pp. Englisch. Bookseller Inventory # INF1000003755

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 15.94
Convert Currency

Add to Basket

Shipping: US$ 30.47
From Germany to U.S.A.
Destination, Rates & Speeds