000			02186nam a22002897a 4500
999			_c153140 _d153140
003			ZW-GwMSU
005			20200710144949.0
008			200708b ||||| |||| 00| 0 eng d
020			_a9781446274002 (pbk.)
020			_a9781446273999 (hbk.)
040			_bEnglish _erda _cMSU
041			_aeng
050	0	0	_aHF5415 BLY
100	1		_aBlythe, Jim _eAuthor
245	1	0	_aPrinciples and practice of marketing _cJim Blythe
250			_a3rd
260			_aLos Angeles _bSage _c2014
300			_a772 pages _bcoloured illustrations _c27 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia _bn
338			_avolume _2rdacarrier _bnc
504			_aIncludes bibliographical references and index.
505			_aPART 1 - Concepts and ContextsChapter 1 - Marketing: Managing the Exchange Process Chapter 2 - The Marketing Environment PART 2 - Markets and PeopleChapter 3 - Consumer Behaviour Chapter 4 - Business-to-Business Marketing Chapter 5 - Marketing Research and Information SystemsChapter 6 - Segmentation, Targeting and PositioningChapter 7 - Integrated Marketing CommunicationsChapter 8 - International Marketing PART 3 - Strategy and StakeholdersChapter 9 - Marketing Strategy, Planning and Creating Competitive AdvantageChapter 10 - Marketing Ethics and Corporate Social ResponsibilityChapter 11 - Building Customer Relationships Chapter 12 - Product Portfolio and Strategic Branding PART 4 - Marketing in PracticeChapter 13 - New Product Innovation and Development Chapter 14 - Pricing and Strategic Decision MakingChapter 15 - Advertising across Different Media Chapter 16 - Public Relations and Sponsorship Chapter 17 - Promotion and SalesPART 5 - Marketing in MotionChapter 18 - Digital Marketing and Social Mediahapter 19 - Managing Distribution and Supply Chainshapter 20 - Retail and Wholesale MarketingChapter 21 - Services Marketing
520			_aWith engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.
650		0	_aMarketing
942			_2lcc _cB