Principles of Marketing - Couverture rigide

Brassington, Frances; Pettitt, Stephen

Couverture rigide

ISBN 10 : 0273644440 ISBN 13 : 9780273644446

Editeur : Pearson Education Limited, 2000

Synopsis

Principles of Marketing is widely recognised as a comprehensive, user-friendly introduction to the study of marketing. All the key topics in marketing are covered providing a detailed, student-friendly and accessible introduction to the subject. This second edition has been strengthened to reflect valuable feedback from throughout the academic community. In addition the comprehensive and unprecedented supplements package has been updated, including The FT Marketing Casebook, dedicated website, Multiple Choice Question Bank, OHP masters or full colour Powerpoint, Instructor's Manual and Video Cases.

A propos du livre

Quatrième de couverture

PRINCIPLES OF MARKETING

Fourth Edition

Frances Brassington and Stephen Pettitt

 

 

Principles of Marketing is the indispensable introduction to marketing. It explains all the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. Extensively revised and updated, this fourth edition continues to provide a fresh and topical introduction from a truly European perspective.

 

Principles of Marketing now offers an unrivalled media package including an online interactive study guide, a video lounge, integrated video case studies and much more!  With this new edition, there is also the option to download study notes onto your MP3 player, with VangoNotes.

 

In addition, Principles of Marketing retains all of the classic features, fully revised and updated,  that make it a favourite with students and lecturers alike:

 

• Clearly-written and structured style, including chapter objectives and summaries to guide you easily through each chapter.
• Vignettes, examples and end-of-chapter case studies drawn from a wide range of industries, organisations and countries, giving you plenty of exposure to marketing in the real world.
• Completely revised ‘E-marketing in Action’ vignettes, highlighting how important technology and the Internet are in marketing.
• ‘Marketing in Action’ and ‘Corporate Social Responsibility in Action’ vignettes – revised and updated - helping you understand the key issues and decisions to make in marketing.
• End-of-chapter questions help you understand the key concepts and aid revision.
• Discussion questions to stimulate debate and encourage further study.

   

Comprehensive, detailed and accessible, this book is essential for undergraduate, postgraduate and post-experience students on introductory marketing courses or modules.

 

Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.

Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

 

 

Study on the go with VangoNotes.  Just download chapter reviews for your text and listen to them on any mp3 player.   Now wherever you are - whatever you’re doing - you can study by listening to the following for each chapter of your textbook: 

•  Big Ideas:  Your 'need to know' for each chapter.
• Practice Test:  A gut check for the Big Ideas – tells you if you need to keep studying.
• Key Terms: Audio 'flashcards' to help you review key concepts and terms.

VangoNotes are flexible; download all the material directly to your player, or only the chapters you need.  They’re also efficient; use them wherever you are. Visit www.vangonotes.com to find out more.

 

 

Quatrième de couverture

The well respected and widely adopted Principles of Marketing has been fully revised and updated in this third edition 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. New features for this edition: A new chapter dedicated to e-marketing and new media, recognising the importance and potential of this emerging area An ??e-marketing in action?? vignette in each chapter further emphasising the pervasiveness and relevance of electronic tools in every area of marketing activity A more overt focus on corporate social responsibility throughout the text and specifically through a new ??CSR in action?? vignette in each chapter Expansion and revision of a number of favourite case studies from the second edition as well as a wide range of completely new case studies Classic features: A clearly written and structured text, including chapter objectives and summary. A wide selection of vignettes and examples are included in each chapter to illustrate the concepts presented. These are drawn from a range of industries, organisations and countries. Each chapter has two short case studies, again drawn from a range of industries, organisations and countries. End of chapter questions give students the opportunity to revise the material presented and to check their understanding of it. Discussion questions, encouraging students to debate issues or to research further into marketing practice can also be used as the basis for seminar work for students working individually or in small groups. The text is written from a European perspective and with a wide European orientation in the examples, vignettes and cases. The text is accompanied by a companion website with revision material and learning aids for students and teaching aids for lecturers. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.   Dr Frances Brassington is a Senior Lecturer in Marketing at Buckinghamshire Chilterns University College. Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0273644440
• ISBN 13: 9780273644446
• Reliure: Relié
• Numéro d'édition: 2
• Nombre de pages: 1104
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie