{"product_id":"essentials-of-marketing-9780273727644","title":"Essentials of Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eDr Frances Brassington\u003c\/strong\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eDr Stephen Pettitt\u003c\/strong\u003e, 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003eChapter 1: Marketing Dynamics\u003c\/li\u003e\n\u003cli\u003eChapter 2: The European marketing environment\u003c\/li\u003e\n\u003cli\u003eChapter 3: Buyer behaviour\u003c\/li\u003e\n\u003cli\u003eChapter 4: Segmenting markets\u003c\/li\u003e\n\u003cli\u003eChapter 5: Marketing information and research\u003c\/li\u003e\n\u003cli\u003eChapter 6: Product\u003c\/li\u003e\n\u003cli\u003eChapter 7: Price\u003c\/li\u003e\n\u003cli\u003eChapter 8: Place\u003c\/li\u003e\n\u003cli\u003eChapter 9: Promotion: integrated marketing communication\u003c\/li\u003e\n\u003cli\u003eChapter 10: Promotion: Advertising and sales promotion\u003c\/li\u003e\n\u003cli\u003eChapter 11: Promotion: direct and digital marketing\u003c\/li\u003e\n\u003cli\u003eChapter 12: Promotion: personal selling, PR and sponsorship\u003c\/li\u003e\n\u003cli\u003eChapter 13: Marketing strategy and planning\u003c\/li\u003e\n\u003cli\u003eChapter 14: Services and non-profit marketing\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Pearson Education Limited","offers":[{"title":"Default Title","offer_id":48883951698263,"sku":"9780273727644","price":62.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780273727644.jpg?v=1722529749","url":"https:\/\/bookcurl.com\/products\/essentials-of-marketing-9780273727644","provider":"Book Curl","version":"1.0","type":"link"}