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Essentials of marketing / Frances Brassington, Principal Lecturer, Oxford Brookes University, Stephen Pettitt, Former Deputy Vice Chancellor, University of Bedfordshire and Marketing Consultant.

By: Contributor(s): Material type: TextTextPublisher: Harlow, England : Pearson Education Limited, 2013Edition: Third editionDescription: xvi, 608 pages : illustrations (color) ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780273727644 (pbk. : alk. paper)
Subject(s): Genre/Form: DDC classification:
  • 658.8 BRA 22
Online resources:
Contents:
Marketing dynamics -- The European marketing environment -- Buyer behaviour -- Segmenting markets -- Marketing information and research -- Product -- Price -- Place -- Promotion : integrated marketing communication -- Promotion : advertising and sales promotion -- Promotion : direct and digital marketing -- Promotion : personal selling, PR, and sponsorship -- Marketing strategy and planning -- Services and non-profit marketing.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library First floor Baccah 658.8 BRA (Browse shelf(Opens below)) Available 000049327
Total holds: 0

Includes bibliographical references and indexes.

Marketing dynamics -- The European marketing environment -- Buyer behaviour -- Segmenting markets -- Marketing information and research -- Product -- Price -- Place -- Promotion : integrated marketing communication -- Promotion : advertising and sales promotion -- Promotion : direct and digital marketing -- Promotion : personal selling, PR, and sponsorship -- Marketing strategy and planning -- Services and non-profit marketing.

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