MARKETING

DESCRIPTION

ESSENTIALS OF MARKETING, SEVENTH EDITION, PROVIDES AN ACCESSIBLE, LIVELY AND ENGAGING INTRODUCTION TO MARKETING. TAKING A PRACTICAL, TACTICAL APPROACH, THE AUTHORS COVER TRADITIONAL MARKETING TECHNIQUES AND THEORIES, AS WELL AS OFFERING THE MOST UP TO DATE CRITICAL PERSPECTIVES.

NEW TO THIS EDITION

THE 7^TH EDITION INCLUDES INCREASED CONTENT ON DIGITAL MARKETING, AS WELL AS A NEW ‘THINKING ETHICALLY’ FEATURE WHICH IS DESIGNED TO MAKE STUDENTS THINK ABOUT THIS VITAL AREA OF MARKETING.

TABLE OF CONTENTS

BRIEF CONTENTS

LIST OF TABLES, LIST OF FIGURES, PREFACE, ACKNOWLEDGEMENTS, 1 WHAT DO MARKETERS DO?, 2 THE MARKETING ENVIRONMENT, 3 CONSUMER AND BUYER BEHAVIOR, 4 SEGMENTATION, TARGETING AND POSITIONING, 5 MARKET RESEARCH, 6 PRODUCTS, BRANDING AND PACKAGING, 7 PRICING STRATEGIES, 8 DISTRIBUTION, 9 MARKETING COMMUNICATIONS AND PROMOTIONAL TOOLS, 10 MARKETING PLANNING, IMPLEMENTATION AND CONTROL, 11 SERVICES MARKETING, 12 SUSTAINABLE MARKETING, GLOSSARY, INDEX