| 000 -LEADER |
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03628cam a22003258a 4500 |
| 001 - CONTROL NUMBER |
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u3985 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
SA-PMU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20210418123606.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
061027s2007 enka b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2006052469 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Modifying agency |
BTCTA |
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NLGGC |
| -- |
YDXCP |
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CDN |
| -- |
DEBBG |
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UKM |
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AU@ |
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OCL |
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UKWOH |
| -- |
CHRRO |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
027370818X |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780273708186 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)74916597 |
| Canceled/invalid control number |
(OCoLC)74522532 |
| -- |
(OCoLC)717557779 |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415 |
| Item number |
.B6336 2007 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Brassington, Frances. |
| 245 10 - TITLE STATEMENT |
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| Title |
Essentials of marketing / |
| Statement of responsibility, etc. |
Frances Brassington and Stephen Pettitt. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Harlow, England ; |
| -- |
New York : |
| Name of publisher, distributor, etc. |
Prentice Hall Financial Times, |
| Date of publication, distribution, etc. |
2007. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 545 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
26 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographical references and indexes. |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Contents I. MARKETING DYNAMICS Marketing defined The marketing concept in the organisation Marketing management responsibilities Marketing scope II. THE EUROPEAN MARKETING ENVIRONMENT The nature of the European marketing environment The sociocultural environment The technological environment The economic and competitive environment The political and regulatory environment III. BUYER BEHAVIOUR The decision-making process Buying situations Environmental influences Psychological influences: the individual Sociocultural influences: the group Defining B2B marketing B2B customers Characteristics of B2B markets Buying decision-making process The buying centre Buying criteria IV. SEGMENTED MARKETS The concept of segmentation Segmenting B2B markets Segmenting consumer markets Implementation of segmentation Benefits of segmentation Dangers of segmentation Criteria for successful segmentation V. MARKETING INFORMATION AND RESEARCH Marketing research: definition and role Types of research Marketing information systems Decision support systems The marketing research process Secondary research Primary research Ethics in marketing research VI. PRODUCT Anatomy of a product Branding Product management and strategy VII. PRICE The role and perception of price External influences on the pricing decision Internal influences on the pricing decision The process of price setting VIII. PLACE Channel structures Rationale for using intermediaries Types of intermediary Channel strategy IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS Communications planning model Communications planning model: review X. PROMOTION: ADVERTISING AND PERSONAL SELLING The role of advertising Formulating the advertising message Advertising media Using advertising agencies Developing an advertising campaign Personal selling: definition, role and tasks The personal selling process Sales management XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION Sales promotion Direct marketing Trade shows and exhibitions Public relations Sponsorship Cause related marketing XII. MARKETING MANAGEMENT, PLANNING AND CONTROL The role and importance of marketing planning and strategy The marketing planning process Organising marketing activities Controlling marketing activities XIII. SERVICES AND NON-PROFIT MARKETING Perspectives on services markets Services marketing management Non-profit marketing XIV. E-MARKETING AND NEW MEDIA Internet marketing Marketing and new media. |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
Contents include marketing dynamics, the European marketing environment, buyer behaviour, segmenting markets, marketing information and research and marketing management, planning and control. |
| 596 ## - |
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| -- |
1 2 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Pettitt, Stephen. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
Books |
| 994 ## - |
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Z0 |
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SUPMU |