Verfügbarkeit: Principles of marketing

Principles of marketing:

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Bibliographische Detailangaben
Hauptverfasser:	Brassington, Frances (VerfasserIn), Pettitt, Stephen (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Harlow ; Munich [u.a.] FT Prentice Hall 2006
Ausgabe:	4. ed.
Schlagworte:	Marketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXXI, 1264 S. Ill., graph. Darst. 1 Zugangscode f. Onlinekursmaterial
ISBN:	9780273695592 0273695592

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Datensatz im Suchindex

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adam_text	part one marketing and its environment 1 1 Marketing dynamics 5 2 The European marketing environment 47 fH part two customers and markets 97 3 Consumer behaviour 100 4 B2B buying behaviour 145 5 Segmenting markets 192 6 Marketing information and research 227 m part three product 283 7 Anatomy of a product 287 8 Product management 337 9 New product development 382 I part four price 427 10 Pricing: context and concepts 431 11 Pricing strategies 469 K part five place 513 12 Marketing channels and logistics 518 13 Retailers and wholesalers 574 \| part six promotion 625 14 Integrated marketing communication 630 15 Advertising 668 16 Sales promotion 719 17 Personal selling and sales management 765 18 Direct marketing and exhibitions 815 19 Public relations and sponsorship 874 H part seven marketing management 929 20 Strategic marketing 935 21 Marketing planning, management and control 993 22 Services and non profit marketing 1051 23 International marketing ^ mi 24 E marketing and new media 1162 Guided tour xiv Preface xxii About the authors xxvi Acknowledgements xxvii marketing and its environment Video review case: Let Bertolli bring some Italian gusto a taste for life into your home 3 1 Marketing dynamics 5 Learning objectives 5 Introduction 5 Marketing defined 7 The marketing concept in the organisation 24 Marketing management responsibilities 28 Marketing scope 34 Chapter summary 38 Key words and phrases 39 Questions for review 39 Questions for discussion 39 Case study 1.1 Mais I innocence enfin n a rien a redouter 40 Case study 1.2 Tween queens 42 References 44 2 The European marketing environment 47 Learning objectives 47 Introduction 47 The nature of the European marketing environment 49 The sociocultural environment 53 The technological environment 64 The economic and competitive environment 71 The political and regulatory environment 80 Chapter summary 90 Key words and phrases 91 Questions for review 91 Questions for discussion 91 Case study 2.1 Does trie muffin herald a new ice age? 91 Case study 2.2 Flower power 93 References 95 Video review case questions 96 customers and markets Video review case: MTV: rocking all over the world 99 3 Consumer behaviour 100 Learning objectives 100 Introduction 100 The decision making process 102 Buying situations 112 Environmental influences 115 Psychological influences: the individual 117 Sociocultural influences: the group 125 Chapter summary 137 Key words and phrases 137 Questions for review 138 Questions for discussion 138 Case study 3.1 Reaching the youth market: euroteens 138 Case study 3.2 Vend me your leers 140 References 142 4 B2B buying behaviour 145 Learning objectives 145 Introduction 145 Defining B2B marketing 146 B2B customers 149 Characteristics of B2B markets 152 Buying decision making process 162 Roles in the buying process 168 The buying centre 172 Buying criteria 175 The changing nature of supply chains 179 Chapter summary 183 Key words and phrases 183 Questions for review 184 Questions for discussion 184 Case study 4.1 Alstom China 184 Case study 4.2 Supplying rolling stock 187 References 189 5 Segmenting markets 192 Learning objectives 192 Introduction 192 The concept of segmentation 193 Segmenting B2B markets 194 Segmenting consumer markets 197 Implementation of segmentation 212 Benefits of segmentation 217 I CONTENTS Dangers of segmentation 218 Criteria for successful segmentation 219 Chapter summary 220 Key words and phrases 220 Questions for review 221 Questions for discussion 221 Case study 5.1 Net; Engineering 111 Case study 5.2 The pink pound 223 References 224 6 Marketing information and research 227 Learning objectives 227 Introduction 227 Marketing research: definition and role 229 Types of research 233 Marketing information systems 237 Decision support systems 242 The marketing research process 243 Secondary research 248 Primary research 249 Ethics in marketing research 274 Chapter summary 276 Key words and phrases 276 Questions for review 276 Questions for discussion 277 Case study 6.1 SMA: finding the right formula 277 Case study 6.2 Personal questions in an up and coming market 279 References 280 Video review case questions 282 product Video review case: Bacardi: staying sober in a competitive market 285 7 Anatomy of a product 287 Learning objectives 287 Introduction 287 Meaning of a product 288 Product classification 291 Understanding the product range 298 Branding 301 Packaging 317 Product design, quality and guarantees 321 Chapter summary 329 Key words and phrases 329 Questions for review 330 Questions for discussion 330 Case study 7.1 Small, but perfectly formed 330 Case study 7.2 Viagra: facing up to stiffer competition and those who are faking it 332 References 333 8 Product management 337 Learning objectives 337 Introduction 337 The product lifecycle 339 Market evolution 350 Managing the product mix 357 Customer specified products 368 Product management and organisation 370 European product strategy 371 Chapter summary 374 Key words and phrases 375 Questions for review 375 Questions for discussion 375 Case study 8.1 Sunrise, sunset... and sunrise again? 376 Case study 8.2 Camping it up 377 References 378 9 New product development 382 Learning objectives 382 Introduction 382 The meaning of a new product 383 The importance of new product development 388 The new product development process 390 New product failure 409 Trends in NPD process management 411 Chapter summary 418 Key words and phrases 418 Questions for review 418 Questions for discussion 419 Case study 9.1 Untapped potential: the new product that went down the drain 419 Case study 9.2 Because we re worth it 421 References 423 Video review case questions 426 Video review case: Organon: valuing health 429 10 Pricing: context and concepts 431 Learning objectives 431 Introduction 431 The role and perception of price 432 Pricing contexts 436 External influences on the pricing decision 442 Internal influences on the pricing decision 453 The European influence on pricing 457 Chapter summary 461 Key words and phrases 461 Questions for review 462 Questions for discussion 462 Case study 10.1 An away win for the OFT 462 Case study 10.2 Diamonds: chipping away at a rock solid monopoly 464 References 466 11 Pricing strategies 469 Learning objectives 469 Introduction 469 Pricing objectives 471 Pricing policies and strategies 476 Setting the price range 486 Pricing tactics and adjustments 498 Issues in pricing 500 Chapter summary 505 Key words and phrases 506 Questions for review 506 Questions for discussion 507 Case study 11.1 Flat screens, flattening prices 507 Case study 11.2 Driving pricing decisions 508 References 510 Video review case questions 512 place Video review case: Fruit tella: chewing over distribution issues 515 12 Marketing channels and logistics 518 Learning objectives 518 Introduction 518 Definition of marketing channels 519 Channel strategy 534 Channel structure 540 Behavioural aspects of channels 543 The nature of physical distribution and logistics 550 Customer service concept 561 Chapter summary 566 Key words and phrases 567 Questions for review 567 Questions for discussion 567 Case study 12.1 Sweet harmony in the distribution channel 568 Case study 12.2 French hypermarkets and their smaller suppliers 570 References 572 13 Retailers and wholesalers 574 Learning objectives 574 Introduction 574 The nature of retailing and wholesaling 575 The structure of the European retail sector 580 Types of retailer 587 Non store retailing 598 Retailer strategy 600 Wholesalers and distributors 614 Chapter summary 615 Key words and phrases 616 Questions for review 616 Questions for discussion 616 CONTENTS I Case study 13.1 On time every time: the key components of success 617 Case study 13.2 The fresh appeal of the farmers market 618 References 621 Video review case questions 623 promotion Video review case: Lancome: Beauty is a rose that Lancome holds out to the whole world 627 14 Integrated marketing communication 630 Learning objectives 630 Introduction 630 Communications theory 632 Communications planning model 640 Communications planning model: review 660 Chapter summary 661 Key words and phrases 661 Questions for review 661 Questions for discussion 662 Case study 14.1 Flying in from Rio 662 Case study 14.2 Taking a healthy attitude to communication 664 References 666 15 Advertising 668 Learning objectives 668 Introduction 668 The role of advertising In the promotional mix 669 Formulating the advertising message 675 Advertising media 688 Using advertising agencies 697 Developing an advertising campaign 700 Chapter summary 710 Key words and phrases 712 Questions for review 712 Questions for discussion 712 Case study 15.1 PlayStation: continuing to push the right buttons 713 Case study 15.2 Getting real about getting behind the wheel 714 References 717 16 Sales promotion 719 Learning objectives 719 Introduction 719 The rote and definition of sales promotion 720 Consumer sales promotion methods (1): money based 728 Consumer sales promotion methods (2): product based 733 Consumer sates promotion methods (3): gift , prize , or merchandise based 739 Consumer sales promotion methods (4): store based 746 Methods of promotion to the retail trade 747 Sales promotion to B2B markets 751 Managing sales promotion 752 Chapter summary 757 Key words and phrases 757 Questions for review 758 Questions for discussion 758 Case study 16.1 Learning to manage your money 759 Case study 16.2 Whether it s £1 or £1000, they want your loyalty 761 References 763 17 Personal selling and sales management 765 Learning objectives 765 Introduction 765 The definition and role of personal selling 767 Tasks of the sales representative 771 Forms of personal selling 775 The personal selling process 780 Sales management 793 Chapter summary 807 Key words and phrases 808 Questions for review 808 Questions for discussion 809 Case study 17.1 Colomer: Spanish leather 809 Case study 17.2 Irish Fire Products 811 References 813 18 Direct marketing and exhibitions 815 Learning objectives 815 Introduction 815 The definition of direct marketing 817 The rise of direct marketing 818 Techniques of direct marketing 821 The role of direct marketing in the promotional mix 851 Managing a direct marketing campaign 852 Database creation and management 856 Trade shows and exhibitions 859 Chapter summary 867 Key words and phrases 868 Questions for review 868 Questions for discussion 868 Case study 18.1 A direct bank with a High Street presence 869 Case study 18.2 From The Big Country to The Real Wales 870 References 872 19 Public relations and sponsorship 874 Learning objectives 874 Introduction 874 The definition of public relations 875 The role of public relations 880 Techniques in public relations 882 Evaluation 891 Corporate reputation 893 Corporate identity 896 Sponsorship 903 Evaluating sponsorship 917 Chapter summary 918 Key words and phrases 919 Questions for review 919 Questions for discussion 919 Case study 19.1 Don t blame us, blame our supplier! 920 Case study 19.2 The biggest food scare since BSE 921 References 924 Video review case questions 927 marketing management Video review case: Pricewaterhouse Coopers: Connected Thinking 932 20 Strategic marketing 935 Learning objectives 935 Introduction 935 Definitions and perspectives 937 Strategic marketing analysis 945 Growth strategies for marketing 953 Marketing and competitive strategy 962 Competitive positions and postures 974 Chapter summary 984 Key words and phrases 984 Questions for review 985 Questions for discussion 985 Case study 20.1 Prudential (A): An evolving competitive strategy 985 Case study 20.2 The power of the voice 988 References 990 21 Marketing planning, management and control 993 Learning objectives 993 Introduction 993 Strategic marketing plans and planning 995 The marketing planning process 998 Market potential and sales forecasting 1015 Organising marketing activities 1025 Controlling marketing activities 1030 Marketing planning for the smaller business 1033 Chapter summary 1042 Key words and phrases 1043 Questions for review 1043 Questions for discussion 1044 Case study 21.1 Do you want something quick andthrashy? 1044 Case study 21.2 Prudential (B): Moving from strategy to action 1046 References 1049 22 Services and non profit marketing 1051 Learning objectives 1051 Introduction 1051 Perspectives on service markets 1052 Services marketing management 1063 Franchising 1082 Non profit marketing 1095 Chapter summary 1103 Key words and phrases 1104 Questions for review 1105 Questions for discussion 1105 Case study 22.1 Developing a new franchise proposal: budget priced hostels 1105 Case study 22.2 Full Stop 1106 References 1108 23 International marketing 1111 Learning objectives 1111 Introduction 1111 The meaning of international marketing 1113 Understanding international markets 1122 Market entry methods 1131 International marketing strategy 1142 Chapter summary 1154 Key words and phrases 1154 Questions for review 1155 Questions for discussion 1155 Case study 23.1 Going international in banking: standardisation or adaptation? 1155 Case study 23.2 The good, the bad and the ugly 1157 References 1159 24 E marketing and new media 1162 Learning objectives 1162 Introduction 1162 Internet marketing 1163 Marketing and new media 1184 Chapter summary 1201 Key words and phrases 1201 Questions for review 1202 Questions for discussion 1202 Case study 24.1 E loves me, e loves me not 1202 Case study 24.2 lastminute.com: inspiration and solutions 1205 References 1207 Video review case questions 1209 Glossary 1210 Index 1222 Index of company names 1252
adam_txt	part one marketing and its environment 1 1 Marketing dynamics 5 2 The European marketing environment 47 fH part two customers and markets 97 3 Consumer behaviour 100 4 B2B buying behaviour 145 5 Segmenting markets 192 6 Marketing information and research 227 m part three product 283 7 Anatomy of a product 287 8 Product management 337 9 New product development 382 I part four price 427 10 Pricing: context and concepts 431 11 Pricing strategies 469 K part five place 513 12 Marketing channels and logistics 518 13 Retailers and wholesalers 574 \| part six promotion 625 14 Integrated marketing communication 630 15 Advertising 668 16 Sales promotion 719 17 Personal selling and sales management 765 18 Direct marketing and exhibitions 815 19 Public relations and sponsorship 874 H part seven marketing management 929 20 Strategic marketing 935 21 Marketing planning, management and control 993 22 Services and non profit marketing 1051 23 International marketing " ^ mi 24 E marketing and new media 1162 Guided tour xiv Preface xxii About the authors xxvi Acknowledgements xxvii marketing and its environment Video review case: 'Let Bertolli bring some Italian "gusto" a taste for life into your home' 3 1 Marketing dynamics 5 Learning objectives 5 Introduction 5 Marketing defined 7 The marketing concept in the organisation 24 Marketing management responsibilities 28 Marketing scope 34 Chapter summary 38 Key words and phrases 39 Questions for review 39 Questions for discussion 39 Case study 1.1 Mais I'innocence enfin n'a rien a redouter 40 Case study 1.2 Tween queens 42 References 44 2 The European marketing environment 47 Learning objectives 47 Introduction 47 The nature of the European marketing environment 49 The sociocultural environment 53 The technological environment 64 The economic and competitive environment 71 The political and regulatory environment 80 Chapter summary 90 Key words and phrases 91 Questions for review 91 Questions for discussion 91 Case study 2.1 Does trie muffin herald a new ice age? 91 Case study 2.2 Flower power 93 References 95 Video review case questions 96 customers and markets Video review case: MTV: rocking all over the world 99 3 Consumer behaviour 100 Learning objectives 100 Introduction 100 The decision making process 102 Buying situations 112 Environmental influences 115 Psychological influences: the individual 117 Sociocultural influences: the group 125 Chapter summary 137 Key words and phrases 137 Questions for review 138 Questions for discussion 138 Case study 3.1 Reaching the youth market: euroteens 138 Case study 3.2 'Vend me your leers' 140 References 142 4 B2B buying behaviour 145 Learning objectives 145 Introduction 145 Defining B2B marketing 146 B2B customers 149 Characteristics of B2B markets 152 Buying decision making process 162 Roles in the buying process 168 The buying centre 172 Buying criteria 175 The changing nature of supply chains 179 Chapter summary 183 Key words and phrases 183 Questions for review 184 Questions for discussion 184 Case study 4.1 Alstom China 184 Case study 4.2 Supplying rolling stock 187 References 189 5 Segmenting markets 192 Learning objectives 192 Introduction 192 The concept of segmentation 193 Segmenting B2B markets 194 Segmenting consumer markets 197 Implementation of segmentation 212 Benefits of segmentation 217 I CONTENTS Dangers of segmentation 218 Criteria for successful segmentation 219 Chapter summary 220 Key words and phrases 220 Questions for review 221 Questions for discussion 221 Case study 5.1 Net; Engineering 111 Case study 5.2 The pink pound 223 References 224 6 Marketing information and research 227 Learning objectives 227 Introduction 227 Marketing research: definition and role 229 Types of research 233 Marketing information systems 237 Decision support systems 242 The marketing research process 243 Secondary research 248 Primary research 249 Ethics in marketing research 274 Chapter summary 276 Key words and phrases 276 Questions for review 276 Questions for discussion 277 Case study 6.1 SMA: finding the right formula 277 Case study 6.2 Personal questions in an up and coming market 279 References 280 Video review case questions 282 product Video review case: Bacardi: staying sober in a competitive market 285 7 Anatomy of a product 287 Learning objectives 287 Introduction 287 Meaning of a product 288 Product classification 291 Understanding the product range 298 Branding 301 Packaging 317 Product design, quality and guarantees 321 Chapter summary 329 Key words and phrases 329 Questions for review 330 Questions for discussion 330 Case study 7.1 Small, but perfectly formed 330 Case study 7.2 Viagra: facing up to stiffer competition and those who are faking it 332 References 333 8 Product management 337 Learning objectives 337 Introduction 337 The product lifecycle 339 Market evolution 350 Managing the product mix 357 Customer specified products 368 Product management and organisation 370 European product strategy 371 Chapter summary 374 Key words and phrases 375 Questions for review 375 Questions for discussion 375 Case study 8.1 Sunrise, sunset. and sunrise again? 376 Case study 8.2 Camping it up 377 References 378 9 New product development 382 Learning objectives 382 Introduction 382 The meaning of a new product 383 The importance of new product development 388 The new product development process 390 New product failure 409 Trends in NPD process management 411 Chapter summary 418 Key words and phrases 418 Questions for review 418 Questions for discussion 419 Case study 9.1 Untapped potential: the new product that went down the drain 419 Case study 9.2 Because we're worth it 421 References 423 Video review case questions 426 Video review case: Organon: valuing health 429 10 Pricing: context and concepts 431 Learning objectives 431 Introduction 431 The role and perception of price 432 Pricing contexts 436 External influences on the pricing decision 442 Internal influences on the pricing decision 453 The European influence on pricing 457 Chapter summary 461 Key words and phrases 461 Questions for review 462 Questions for discussion 462 Case study 10.1 An away win for the OFT 462 Case study 10.2 Diamonds: chipping away at a rock solid monopoly 464 References 466 11 Pricing strategies 469 Learning objectives 469 Introduction 469 Pricing objectives 471 Pricing policies and strategies 476 Setting the price range 486 Pricing tactics and adjustments 498 Issues in pricing 500 Chapter summary 505 Key words and phrases 506 Questions for review 506 Questions for discussion 507 Case study 11.1 Flat screens, flattening prices 507 Case study 11.2 Driving pricing decisions 508 References 510 Video review case questions 512 place Video review case: Fruit tella: chewing over distribution issues 515 12 Marketing channels and logistics 518 Learning objectives 518 Introduction 518 Definition of marketing channels 519 Channel strategy 534 Channel structure 540 Behavioural aspects of channels 543 The nature of physical distribution and logistics 550 Customer service concept 561 Chapter summary 566 Key words and phrases 567 Questions for review 567 Questions for discussion 567 Case study 12.1 Sweet harmony in the distribution channel 568 Case study 12.2 French hypermarkets and their smaller suppliers 570 References 572 13 Retailers and wholesalers 574 Learning objectives 574 Introduction 574 The nature of retailing and wholesaling 575 The structure of the European retail sector 580 Types of retailer 587 Non store retailing 598 Retailer strategy 600 Wholesalers and distributors 614 Chapter summary 615 Key words and phrases 616 Questions for review 616 Questions for discussion 616 CONTENTS I Case study 13.1 On time every time: the key components of success 617 Case study 13.2 The fresh appeal of the farmers' market 618 References 621 Video review case questions 623 promotion Video review case: Lancome: 'Beauty is a rose that Lancome holds out to the whole world' 627 14 Integrated marketing communication 630 Learning objectives 630 Introduction 630 Communications theory 632 Communications planning model 640 Communications planning model: review 660 Chapter summary 661 Key words and phrases 661 Questions for review 661 Questions for discussion 662 Case study 14.1 Flying in from Rio 662 Case study 14.2 Taking a healthy attitude to communication 664 References 666 15 Advertising 668 Learning objectives 668 Introduction 668 The role of advertising In the promotional mix 669 Formulating the advertising message 675 Advertising media 688 Using advertising agencies 697 Developing an advertising campaign 700 Chapter summary 710 Key words and phrases 712 Questions for review 712 Questions for discussion 712 Case study 15.1 PlayStation: continuing to push the right buttons 713 Case study 15.2 Getting real about getting behind the wheel 714 References 717 16 Sales promotion 719 Learning objectives 719 Introduction 719 The rote and definition of sales promotion 720 Consumer sales promotion methods (1): money based 728 Consumer sales promotion methods (2): product based 733 Consumer sates promotion methods (3): gift , prize , or merchandise based 739 Consumer sales promotion methods (4): store based 746 Methods of promotion to the retail trade 747 Sales promotion to B2B markets 751 Managing sales promotion 752 Chapter summary 757 Key words and phrases 757 Questions for review 758 Questions for discussion 758 Case study 16.1 Learning to manage your money 759 Case study 16.2 Whether it's £1 or £1000, they want your loyalty 761 References 763 17 Personal selling and sales management 765 Learning objectives 765 Introduction 765 The definition and role of personal selling 767 Tasks of the sales representative 771 Forms of personal selling 775 The personal selling process 780 Sales management 793 Chapter summary 807 Key words and phrases 808 Questions for review 808 Questions for discussion 809 Case study 17.1 Colomer: Spanish leather 809 Case study 17.2 Irish Fire Products 811 References 813 18 Direct marketing and exhibitions 815 Learning objectives 815 Introduction 815 The definition of direct marketing 817 The rise of direct marketing 818 Techniques of direct marketing 821 The role of direct marketing in the promotional mix 851 Managing a direct marketing campaign 852 Database creation and management 856 Trade shows and exhibitions 859 Chapter summary 867 Key words and phrases 868 Questions for review 868 Questions for discussion 868 Case study 18.1 A direct bank with a High Street presence 869 Case study 18.2 From 'The Big Country' to 'The Real Wales' 870 References 872 19 Public relations and sponsorship 874 Learning objectives 874 Introduction 874 The definition of public relations 875 The role of public relations 880 Techniques in public relations 882 Evaluation 891 Corporate reputation 893 Corporate identity 896 Sponsorship 903 Evaluating sponsorship 917 Chapter summary 918 Key words and phrases 919 Questions for review 919 Questions for discussion 919 Case study 19.1 Don't blame us, blame our supplier! 920 Case study 19.2 'The biggest food scare since BSE' 921 References 924 Video review case questions 927 marketing management Video review case: Pricewaterhouse Coopers: 'Connected Thinking' 932 20 Strategic marketing 935 Learning objectives 935 Introduction 935 Definitions and perspectives 937 Strategic marketing analysis 945 Growth strategies for marketing 953 Marketing and competitive strategy 962 Competitive positions and postures 974 Chapter summary 984 Key words and phrases 984 Questions for review 985 Questions for discussion 985 Case study 20.1 Prudential (A): An evolving competitive strategy 985 Case study 20.2 The power of the voice 988 References 990 21 Marketing planning, management and control 993 Learning objectives 993 Introduction 993 Strategic marketing plans and planning 995 The marketing planning process 998 Market potential and sales forecasting 1015 Organising marketing activities 1025 Controlling marketing activities 1030 Marketing planning for the smaller business 1033 Chapter summary 1042 Key words and phrases 1043 Questions for review 1043 Questions for discussion 1044 Case study 21.1 Do you want something quick andthrashy? 1044 Case study 21.2 Prudential (B): Moving from strategy to action 1046 References 1049 22 Services and non profit marketing 1051 Learning objectives 1051 Introduction 1051 Perspectives on service markets 1052 Services marketing management 1063 Franchising 1082 Non profit marketing 1095 Chapter summary 1103 Key words and phrases 1104 Questions for review 1105 Questions for discussion 1105 Case study 22.1 Developing a new franchise proposal: budget priced hostels 1105 Case study 22.2 Full Stop 1106 References 1108 23 International marketing 1111 Learning objectives 1111 Introduction 1111 The meaning of international marketing 1113 Understanding international markets 1122 Market entry methods 1131 International marketing strategy 1142 Chapter summary 1154 Key words and phrases 1154 Questions for review 1155 Questions for discussion 1155 Case study 23.1 Going international in banking: standardisation or adaptation? 1155 Case study 23.2 The good, the bad and the ugly 1157 References 1159 24 E marketing and new media 1162 Learning objectives 1162 Introduction 1162 Internet marketing 1163 Marketing and new media 1184 Chapter summary 1201 Key words and phrases 1201 Questions for review 1202 Questions for discussion 1202 Case study 24.1 E loves me, e loves me not 1202 Case study 24.2 lastminute.com: inspiration and solutions 1205 References 1207 Video review case questions 1209 Glossary 1210 Index 1222 Index of company names 1252
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indexdate	2024-07-09T20:53:11Z
institution	BVB
isbn	9780273695592 0273695592
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-015454011
oclc_num	68770348
open_access_boolean
owner	DE-473 DE-BY-UBG DE-703 DE-2070s DE-188 DE-521
owner_facet	DE-473 DE-BY-UBG DE-703 DE-2070s DE-188 DE-521
physical	XXXI, 1264 S. Ill., graph. Darst. 1 Zugangscode f. Onlinekursmaterial
publishDate	2006
publishDateSearch	2006
publishDateSort	2006
publisher	FT Prentice Hall
record_format	marc
spelling	Brassington, Frances Verfasser (DE-588)129538604 aut Principles of marketing Frances Brassington ; Stephen Pettitt 4. ed. Harlow ; Munich [u.a.] FT Prentice Hall 2006 XXXI, 1264 S. Ill., graph. Darst. 1 Zugangscode f. Onlinekursmaterial txt rdacontent n rdamedia nc rdacarrier Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Pettitt, Stephen Verfasser (DE-588)1027790119 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015454011&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Brassington, Frances Pettitt, Stephen Principles of marketing Marketing Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4037589-4
title	Principles of marketing
title_auth	Principles of marketing
title_exact_search	Principles of marketing
title_exact_search_txtP	Principles of marketing
title_full	Principles of marketing Frances Brassington ; Stephen Pettitt
title_fullStr	Principles of marketing Frances Brassington ; Stephen Pettitt
title_full_unstemmed	Principles of marketing Frances Brassington ; Stephen Pettitt
title_short	Principles of marketing
title_sort	principles of marketing
topic	Marketing Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015454011&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT brassingtonfrances principlesofmarketing AT pettittstephen principlesofmarketing

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