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Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students leading them painlessly through their course from basic principles such as what product should I market?' to more specialised topics such as Relationship Marketing'. This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.
| ISBN | 1405846348 | | Pages | 1264 | | ISBN13 | 9781405846349
(What's this?) | | Part volume | AND Companion Website with Gradetracker Student Access Card | | Publisher | Pearson Education Limited | | Volumes | 2 Mixed media products | | Imprint | Financial Times Prentice Hall | | Weight (grammes) | 2456 | | Format | Multimedia Item | | Published in | Harlow | | Publication date | 03 Aug 2006 | | Previous ISBN | 9780273605133 | | Non-book description | Shrink-wrapped pack | | Height (mm) | 261 | | DEWEY | 658.8 | | Width (mm) | 200 | | DEWEY edition | DC22 | | Academic level | Professional / Scholarly |
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| 1 | | Marketing dynamics | | 5 | | 2 | | The European marketing environment | | 47 | | 3 | | Consumer behaviour | | 100 | | 4 | | B2B buying behaviour | | 145 | | 5 | | Segmenting markets | | 192 | | 6 | | Marketing information and research | | 227 | | 7 | | Anatomy of a product | | 287 | | 8 | | Product management | | 337 | | 9 | | New product development | | 382 | | 10 | | Pricing : context and concepts | | 431 | | 11 | | Pricing strategies | | 469 | | 12 | | Marketing channels and logistics | | 518 | | 13 | | Retailers and wholesalers | | 574 | | 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 | | 20 | | Strategic marketing | | 935 | | 21 | | Marketing planning, management and control | | 993 | | 22 | | Services and non-profit marketing | | 1051 | | 23 | | International marketing | | 1111 | | 24 | | E-marketing and new media | | 1162 |
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