Description
Book SynopsisAn introduction to marketing from a European perspective, this work explains the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. It offers a media package including an online interactive study guide, a video lounge, integrated video case studies and more.
Table of ContentsPart I- Marketing And Its Environment
1. Marketing dynamics
2. The European marketing environment
Part II- Customers and Markets
3. Consumer behaviour
4. B2B buying behaviour
5. Segmenting markets
6. Marketing information and research
Part III- Product
7. Anatomy of a product
8. Product management
9. New product development
Part IV-Price
10. Pricing, context and concepts
11. Pricing strategies
Part V- Place
12. Marketing channels and logistics
13. Retailers and wholesalers
Part VI- Promotion
14. Integrated marketing communication
15. Advertising
16. Sales promotion
17. Personal selling and sales management
18. Direct marketing and exhibitions
19. Public relations and sponsorship
Part VII-Marketing Management
20. Strategic Marketing
21. Marketing planning, management and control
22. Services and non-profit marketing
23. International marketing
24. E-marketing and new media
