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Principles of Marketing [Hardcover]

Dr Frances Brassington , Dr Stephen Pettitt
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Table of Contents

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

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