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Marketing Concepts & Strategies

Paperback Engels 2019 9781473760271
Verkooppositie 2720
Verwachte levertijd ongeveer 8 werkdagen


Now in its 8th edition, Marketing Concepts and Strategies gives an in-depth insight into the core theories behind modern marketing. It combines the theoretical and practical knowledge of its world class authors to ensure students develop a comprehensive understanding of marketing in the modern world. Updated to include new trends and challenges in the industry and with a diverse range of pedagogical features to help students learn in a variety of ways, the new edition continues to be a comprehensive guide to Marketing.




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Part I: Marketing Defined and Marketing in Context:
1. The marketing concept
2. Marketing strategy and understanding competitors
3. The marketing environment
4. Marketing in international markets and globalization
Part II: Understanding and Targeting Customers:
5. Consumer buying behaviour
6. Business markets and business buying behaviour
7. Segmenting markets
8. Targeting and positioning
9. Marketing research
Part III: Marketing Programmes – Products and Services, Brands, Place and Channels, Promotion and Marketing Communications, Digital and Pricing:
10. Product decisions
11. Branding and packaging
12. Developing products and managing product portfolios
13. The marketing of services
14. Marketing channels
15. Channel players and physical distribution
16. An overview of marketing communications
17. Advertising, public relations and sponsorship
18. Sales management, sales promotion, direct mail, direct marketing and the web
19. Digital marketing
20. Pricing
21. Modifying the marketing mix for business markets, services and in international marketing
Part IV: Marketing Management:
22. Marketing planning and forecasting sales potential
23. Implementing strategies, internal marketing relationships and measuring performance
24. Responsible marketing

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