Contemporary Issues in Marketing

ISBN-13: 9780333677742 / Angielski / Miękka / 1999 / 240 str.

Martin Evans

Opis

Contemporary Issues in Marketing provides an innovative approach to learning about key marketing concepts based on a collaboration with Marketing Week.

This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week. Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.

Spis treści

Consumer Behaviour.- Loyalty Marketing.- Database Marketing.- Marketing Research.- Business-to-Business Marketing.- Market Segmentation and Product Positioning.- Pricing.- Advertising.- Sales Promotion.- Direct Marketing.- Relationship Marketing.- Channel Management and Distribution.- Marketing Strategy.- Global and International Marketing.

O autorze

MARTIN EVANS is Professor of Marketing at the University of the West of England, Bristol.

LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.