Marketing [recurso electrónico] / Jim Blythe.

Por: Blythe, JimTipo de material: TextoTextoSeries SAGE course companionDetalles de publicación: London : SAGE Publications, 2006Descripción: 1 online resource (vi, 184 p.)ISBN: 9781847878175 (electronic bk.); 1847878172 (electronic bk.)Tema(s): Marketing | Marketing -- Study guides | BUSINESS & ECONOMICS -- Marketing -- General | BUSINESS & ECONOMICS -- Distribution | Marketing | MarketingGénero/Forma: Electronic books. | Study guides.Formatos físicos adicionales: Print version:: Marketing.Clasificación CDD: 658.8 Clasificación LoC:HF5415 | .B4846 2006ebRecursos en línea: Libro electrónicoTexto
Contenidos:
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
Resumen: 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.
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Existencias
Tipo de ítem Biblioteca actual Colección Signatura Copia número Estado Fecha de vencimiento Código de barras
Libro Electrónico Biblioteca Electrónica
Colección de Libros Electrónicos HF5415 .B4846 2006 EB (Browse shelf(Abre debajo)) 1 No para préstamo 369662-2001

Includes bibliographical references and index.

Description based on print version record.

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

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.

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