| Document Type
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BL
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| Record Number
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1003729
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| Doc. No
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b758099
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| Main Entry
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Lancaster, Geoffrey,1938-
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| Title & Author
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Marketing : : the one-semester introduction /\ Geoff Lancaster and Paul Reynolds.
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| Publication Statement
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Oxford ;Boston :: Butterworth-Heinemann,, 2002.
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| Page. NO
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1 online resource (v, 436 pages) :: illustrations
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| ISBN
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008049644X
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: 0750643811
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: 1136380671
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: 113638071X
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: 1136380728
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: 1138150266
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: 1429483660
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: 6611013229
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: 9780080496443
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: 9780750643818
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: 9781136380679
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: 9781136380716
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: 9781136380723
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: 9781138150263
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: 9781429483667
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: 9786611013226
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0750643811
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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1. Introduction to marketing -- 2. The marketing-orientated organisation -- 3. The marketing environment -- 4. The functions of marketing -- 5. Market segmentation, targeting and positioning of marketing -- 6. Buyer behaviour -- 7. Marketing communications I -- 8. Marketing communications II: personal selling -- 9. Channels of distribution -- 10. Physical distribution management.
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11. Pricing -- 12. Product policy -- 13. Marketing research -- 14. Sales forecasting -- 15. International marketing -- 16. Societal marketing -- 17. Marketing strategy, planning and control -- 18. The use of internet technology in marketing -- 19. Customer care and customer relationship management.
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| Abstract
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Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: · is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student· provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory th.
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| Subject
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Marketing.
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| Subject
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BUSINESS ECONOMICS-- Distribution.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- General.
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| Subject
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.L2627 2002eb
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| Added Entry
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Reynolds, Paul, (Paul Lewis)
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