Marketing Principles & Practice, 4th edition
By Dennis Adcock, Al Halborg & Caroline Ross
Financial Times / Pearson Education
547 Pages, Illustrated
$99.50 paper original
Chapters include: What is Marketing? Marketing Orientations. Marketing Environment.
E-Business--the Technology. Competitive Environment. Buyer Behavior. Organizational
Buyer Behavior. Customers, Market Segmentation & Targeting. Marketing Information.
Link Betweem Supplier and Customers. Products & Services. Branding. Making
Products Available. Price and Value. Communications & Promotional Planning.
Advertising. Direct & Online Marketing. Sales Promotion, PR & Related
Activities. Selling. Product Policy & New Product Development. Planning.
Research. Marketing Analysis. Consumerism, Ethics & Social Responsibility.
International Marketing. Marketing in Action. Glossary of Terms. Short Case
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