Principles Of Marketing 3rd Ed.

Description:
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.

Table of Contents:
1. Marketing Dynamics 2. The European Marketing Environment 3. Consumer Behaviour 4. B2B Buying Behaviour 5. Segmenting Markets 6. Marketing Information and Research 7. Anatomy of a Product 8. Product Management 9. New Product Development 10. Pricing: Context and Concepts 11. Pricing Strategies 12. Marketing Channels and Logistics 13. Retailers and Wholesalers 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 20. Strategic Marketing 21. Marketing Planning, Management and Control 22. Services and Non-profit Marketing 23. International Marketing 24. E-marketing and New Media