TY  - BOOK
AU  - Blythe,Jim
TI  - Marketing
T2  - SAGE course companion
SN  - 9781847878175 (electronic bk.)
AV  - HF5415 .B4846 2006eb
U1  - 658.8 22
PY  - 2006///
CY  - London
PB  - SAGE Publications
KW  - Marketing
KW  - Study guides
KW  - BUSINESS & ECONOMICS
KW  - General
KW  - bisacsh
KW  - Distribution
KW  - gtt
KW  - fast
KW  - Electronic books
N1  - Includes bibliographical references and index; Cover; Contents; Part I: Introducing your companion; Part II: Core areas of the curriculum; 1 -- The underpinnings of marketing; 2 -- The Marketing environment; 3 -- Consumer behaviour; 4 -- Business-to-business marketing; 5 -- Segmentation and targeting; 6 -- Marketing information and research; 7 -- Marketing communication theories; 8 -- Branding and brand management; 9 -- International marketing; 10 -- Marketing strategy; 11 -- Relationship marketing; 12 -- Managing products; 13 -- Pricing; 14 -- Advertising; 15 -- PR and sponsorship; 16 -- Selling and key-account management
N2  - Packed full of lively debate and funny anecdotes, this book covers topics that students will recognize from their marketing course, such as key thinkers and concepts, and some that they won't. It looks at areas that textbooks ignore, such as the development of marketing as a discipline and as an academic subject and raises arguments that they won't have heard about in their lectures. It's the antidote to the boring textbook, but still tackles the key areas addressed on marketing courses. It will challenge students' thinking and help them get a good mark in their exams
UR  - http://148.231.10.114:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&an=251186
ER  -