Like Brassington's Principles of Marketing, this 'essentials' text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing.
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Dr Frances Brassington, Senior Lecturer - Oxford Brookes University Dr Stephen Pettitt, Deputy Vice Chancellor - University of Luton
Chapter 1 -Marketing Dynamics Chapter 2- The European marketing environment Chapter 3- Buyer behaviour Chapter 4- Segmenting markets Chapter 5- Marketing information and research Chapter 6- Product Chapter 7- Price Chapter 8- Place Chapter 9- Promotion: integrated marketing communication Chapter 10- Advertising and sales promotion Chapter 11- Promotion: direct and digital marketing Chapter 12- Promotion: personal selling, PR and sponsorship Chapter 13- Marketing strategy and planning Chapter 14- Services and non-profit marketing