Description
Book SynopsisDr Frances Brassington is Principal Lecturer in Marketing at Oxford Brookes University Faculty of Business. She has taught marketing at all levels and on a wide range of undergraduate marketing modules and programmes and has supervised a number of PhD students. Her own research interests include retail marketing, international marketing, and the use of project-based learning in marketing education.
Dr Stephen Pettitt, was previously Deputy Vice Chancellor and Dean of Luton Business School. He is currently undertaking consultancy projects in marketing and higher education. He has published over 30 papers and articles along with major studies in tourism innovation strategies, large buyer-small firm seller relationships and small firm development.
Table of Contents
- Chapter 1: Marketing Dynamics
- Chapter 2: The European marketing environment
- Chapter 3: Buyer behaviour
- Chapter 4: Segmenting markets
- Chapter 5: Marketing information and research
- Chapter 6: Product
- Chapter 7: Price
- Chapter 8: Place
- Chapter 9: Promotion: integrated marketing communication
- Chapter 10: Promotion: Advertising and sales promotion
- Chapter 11: Promotion: direct and digital marketing
- Chapter 12: Promotion: personal selling, PR and sponsorship
- Chapter 13: Marketing strategy and planning
- Chapter 14: Services and non-profit marketing
