TY  - BOOK
AU  - 
AU  - 
TI  - Principles of marketing.
SN  - 9780273695592
AV  - HF5415.B63 
PY  - 2006///
CY  - London
PB  - Prentice Hall
KW  - Marketing
N1  - 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
ER  -