Introduction to marketing / Susan Dann, Stephen Dann
- Bib ID:
- 2611268
- Format:
- Book
- Author:
- Dann, Susan J
- Online Version:
- Table of contents only
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- Related Online Resources:
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- Publisher description
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- Contributor biographical information
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- Publisher description
- Description:
-
- Milton, Qld. : John Wiley and Sons, c2004
- xviii, 478 p. : ill. ; 26 cm. + 1 computer laser optical disc (4 3/4 in.)
- ISBN:
- 047080064X
- Summary:
-
This book delivers an introduction to marketing without overlapping significantly into strategic management or expecting a range of prior industry experience. Features include: key concepts are highlighted throughout the text ; the chapters include the following vignettes : global perspectives, ethics and marketing, SME marketing, business practice and entrepreneurial focus ; in addition to the vignettes, the chapters include examples of real-world companies applying the theory discusses in the text ; and the accompanying CD features a running case study of Eagle Boys Pizza that relates back to the content in each chapter.
- Full contents:
-
- Machine derived contents note: About the Authors.
- Preface.
- Acknowledgements.
- Part 1: Definition And Domain.
- Chapter 1. Philosophy, Strategy and Tactics: An Overview of Marketing.
- Chapter 2. The Marketing Context.
- Part 2: Core Marketing Elements.
- Chapter 3. Contemporary Marketing Practice: marketing for the Twenty-first Century.
- Chapter 4. Marketing to the Consumer: Consumer Behaviour.
- Chapter 5. Marketing to the Industry: Business to Business marketing.
- Chapter 6. market Research.
- Part 3: The Integrated Marketing Mix.
- Chapter 7. Product.
- Chapter 8. Distribution.
- Chapter 9. Promotion I: The Theory.
- Chapter 10. Promotion II: The Practice.
- Chapter 11. Price.
- Chapter 12. People.
- Part 4: Marketing The Action.
- Chapter 13. The Integrated marketing Mix: Marketing the Application.
- Chapter 14. Implementation and Control: Taking marketing to the Marketplace.
- Chapter 15. Conclusion, Future Directions and Limitations of Marketing.
- Appendix 1. Reference.
- Appendix 2. Web Sites.
- Glossary.
- Index.
- Notes:
-
- Includes index.
- Bibliography: p. 447-449.
- For first-year tertiary students.
- Subject:
- Marketing -- Textbooks
- Other authors/contributors:
- Dann, Stephen, 1973-
- Copyright:
-
In Copyright
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Copyright status was determined using the following information:
- Material type:
- Literary Dramatic Musical
- Published status:
- Published
- Publication date:
- 2004
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