The Fundamentals of marketing
Not available
Lausanne
9781472535832
Not available
1st ed.
Not available
This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising.
The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.
The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.
1 online resource (192 p.)
Not available
ill.
Front matter
1. The business of marketing 10–37
2. Consumer behaviour 38–69
3. Product and brand development 70–93
4. Strategic pricing 94–115
5. Distribution channel marketing 116–137
6. Promotion in marketing 138–177
Back matter
1. The business of marketing 10–37
2. Consumer behaviour 38–69
3. Product and brand development 70–93
4. Strategic pricing 94–115
5. Distribution channel marketing 116–137
6. Promotion in marketing 138–177
Back matter
| Access no. | Call number | Location | Status |
|---|---|---|---|
| 00189/21 | 658.802 Rus F | Online | Available |
