Essentials of marketing - Brassington, Frances; Pettitt, Stephen (Harlow, England ; New York : Pearson, 2013)
Marketing dynamics -- The European marketing environment -- Buyer behaviour -- Segmenting markets -- Marketing information and research -- Product -- Price -- Place -- Promotion : integrated marketing communication -- Promotion : advertising and sales promotion -- Promotion : direct and digital marketing -- Promotion : personal selling, PR, and sponsorship -- Marketing strategy and planning -- Services and non-profit marketing.
Includes bibliographical references and indexes.
Business Administration
Keywords: Marketing