Principles of Marketing
Stephen Pettitt

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.Praised for its relevance to students and its sophisticated packaging the new edition is even more in tune with its market. Even more examples showing how marketing theory is applied in practice. The addition of Marketing and Information Technology examples to every chapter highlighting how technology is transforming marketing practice. A shorter length whilst maintaining comprehensiveness designed to reflect student's reading pressures. The integration of international examples throughout the text. 90% of all case studies are new to the book and now cover an even broader range of companies and sectors, including:  The Pink Pound - Viagra - Soccer clubs - Amazon - Premium Lagers - Digital Television - Fisherman's Friends - Fiat and Volvo - Alcopops - Fokker and the Diamond Market - Calvin Klein, Nike, Levi's, Adidas and Playstation - Bluewater - Amazon. 'the most impressive introductory textbook xxx; a textbook which not only stands up to the clones of the better known American texts but, in my view, outperforms them'  Michael Baker, Strathclyde University

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Wydawnictwo: angielskie
Data wydania: b.d
Kategoria: Ekonomia
ISBN: 978-0-273-64444-6
Liczba stron: 0