FT Marketing Casebook

Levela Rickard , Kit Jackson

This second edition of the FT Marketing Casebook has been completely updated to reflect the content of the second edition of Brassington and Pettitt's Principles of Marketing. The book is ideal for use either in conjunction with the text or in isolation.Cases drawn from recent Financial Times newspaper articles are used to highlight and exemplify core marketing issues. Each chapter contains 3-4 cases covering the structure of an introductory marketing course. In addition a brief commentary explains the appropriate marketing theory.Cases are drawn from a wide variety of sectors and consistently achieve a high standard. The structure of the book matches exactly that of Principles of Marketing. Examples of cases covered include: Teletubbies, Dixons, Nintendo, Heinz, Apple, Renault, Coca-cola.In addition an instructor's manual shows how the cases can be used within a course.
  • Limba : Engleza
  • Cuprins :

    PART I: MARKETING AND ITS ENVIRONMENT.
    1. Marketing Dynamics.
    2. The European Marketing Environment.
    PART II: CONSUMERS AND MARKETS.
    3. Consumer Behaviour.
    4. Organisational 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. Communication and the Promotional Mix.
    15. Advertising.
    16. Sales Promotion.
    17. Personal Selling and Sales Management.
    18. Direct and On-line Marketing.
    19. Public Relations, Sponsorship and Exhibitions.
    PART VII: MARKETING MANAGEMENT.
    20. Strategic Marketing.
    21. Marketing Planning, Management and Control.
    22. Services Marketing.
    23. International Marketing.

     

  • Data Publicarii : 2001
  • Editie : 2
  • Format : Paperback
  • Numar pagini : 184
  • ISBN : 9780273638964
Rating:
306.99 Lei
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