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ABOUT THIS BOOK
Marketing: Real People, Real Decisions First European Edition, with MyMarketingLab Online Access Card
£48.98

MARKETING: REAL PEOPLE, REAL DECISIONS FIRST EUROPEAN EDITION, WITH MYMARKETINGLAB ONLINE ACCESS CARD

MIXED MEDIA PRODUCT BY BARNES, BRADLEY; SOLOMON, MICHAEL R.; MARSHALL, GREG W.; STUART, ELNORA W.; MITCHELL, VINCENT-WAYNE; LANGER, ROY

£48.98

ISBN
9780273727781
IMPRINT
FINANCIAL TIMES PRENTICE HALL
 
 
EDITION
EUROPEAN ED
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
New product available - 9780273758167
FORMAT
MIXED MEDIA PRODUCT
PAGES
589 pages
PUBLICATION DATE
30 JUL 2009

DESCRIPTION

Imagine you are Jamie Mitchell, ┬ chief squeezer┬ at Innocent, the biggest smoothie brand in the UK and an entrepreneurial phenomenon. Things are going well but you must reward the commitment and passion of your customers. You need an idea that reinforces all their expectations of the brand; it┬ s got to be natural, friendly and ethical.Your options are┬ Continue with the Innocent Fruitstock music festival that you launched four years ago Stage a smaller scale family-friendly village fete instead Do nothing for a year and invest in a bigger event next time ┬ What would you do? Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real-life marketeer at an eclectic range of companies including Arsenal football club, Hilton Hotels and Electrolux. You┬ ll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explain what decision they would have made in the same situation, before you find out how it worked out. This new and innovative approach will throw you into the exciting decision-making process and help you to understand all the key theories and ┬ metrics┬ underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life.

CONTENTS

1 What is marketing?2 Strategy and environment3 Marketing research4 Consumer behaviour5 Business-to-business marketing6 Segmentation, targeting, positioning and CRM7 Creating the product8 Managing the product9 Services marketing10 Pricing the product11 Integrated marketing communications12 Advertising, PR and sales13 Retail and distributionAppendix A: Sample marketing plan ┬ The B&V Smoothie CompanyAppendix B: Marketing maths