Principles of marketing. / Frances Brassington and Stephen Pettitt - 4th ed. Enhanced media edition - London: Prentice Hall, 2006. - xixi, 1264 p. : ill, (col.) ; 27 cm
Includes glossary and index.
Contents:1. Marketing dynamics --
2. The European marketing environment --
3. Consumer behaviour --
4. B2B buying behaviour --
5. Segmenting markets --
6. Marketing information and research --
7. Anatomy of a product --
8. Product management --
9. New product development --
10. Pricing : context and concepts --
11. Pricing strategies --
12. Marketing channels and logistics --
13. Retailers and wholesalers --
14. Integrated marketing communication --
15. Advertising --
16. Sales promotion --
17. Personal selling and sales management --
18. Direct marketing and exhibitions --
19. Public relations and sponsorship --
20. Strategic marketing --
21. Marketing planning, management and control --
22. Services and non-profit marketing --
23. International marketing --
24. E-marketing and new media.
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Marketing.
HF5415.B63