Principles of Marketing, 3rd Edition
By Frances Brassington & Stephen Pettitt
Financial Times / Pearson Education
April 2003
ISBN: 0-273-65791-7
1,136 Pages, Illustrated, 7 3/4" x 10 1/2"
$92.50 paper original
OUT OF PRINT
This is the third edition of this well respected and widely adopted Principles of Marketing. It has been fully revised and updated to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness. It offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasizes implementation and application through highlighted examples, vignettes and case studies based on a wide variety of national and international organizations and brands.
The text is written from a European perspective and with a wide European orientation in the examples, vignettes and cases. The text is accompanied by a companion web-site with revision material and learning aids for students and teaching aids for lecturers. 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.
Contents
1. Marketing Dynamics 2. The European Marketing Environment 3. Consumer Behaviour
4. B2B Buying Behaviour 5. Segmenting Markets 6. Marketing Information and
Research 7. Anatomy of a Product 8. Product Management 9. New Product Development
10. Pricing: Context and Concepts 11. Pricing Strategies 12. Marketing Channels
and Logistics 13. Retailers and Wholesalers 14. Integrated Marketing Communication
15. Advertising 16. Sales Promotion 17. Personal Selling and Sales Management
18. Direct Marketing and Exhibitions 19. Public Relations and Sponsorship
20. Strategic Marketing 21. Marketing Planning, Management and Control 22.
Services and Non-profit Marketing 23. International Marketing 24. E-marketing
and New Media 1. Marketing Dynamics 2. The European Marketing Environment
3. Consumer Behaviour 4. B2B Buying Behaviour 5. Segmenting Markets 6. Marketing
Information and Research 7. Anatomy of a Product 8. Product Management 9.
New Product Development 10. Pricing: Context and Concepts 11. Pricing Strategies
12. Marketing Channels and Logistics 13. Retailers and Wholesalers 14. Integrated
Marketing Communication 15. Advertising 16. Sales Promotion 17. Personal Selling
and Sales Management 18. Direct Marketing and Exhibitions 19. Public Relations
and Sponsorship 20. Strategic Marketing 21. Marketing Planning, Management
and Control 22. Services and Non-profit Marketing 23. International Marketing
24. E-marketing and New Media
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