Marketing : a practical approach / by Peter Rix.
Material type:
- 0071333673
- 9780071333672
- HF 5415.2 .R59 2011
Item type | Current library | Call number | Status | Barcode | |
---|---|---|---|---|---|
Open Shelf | Albukhary International University LEVEL 2 | HF 5415.2 .R59 2011 (Browse shelf(Opens below)) | Available | 1100027090 |
Completely revised and updated to suit the rapidly changing nature of marketing. Includes new content on marketing in the digital era, the new retailing and globalisation. Incorporates the relevant competencies of the BSB07 training package
Includes bibliographical references and index.
Part 1. Modern marketing --
1. The field of marketing --
2. The marketing environment --
3. Gathering marketing information --
Part 2. Understanding markets --
4. Market segmentation and targeting --
5. Understanding the consumer market --
6. Understanding the business market --
Appendix A. The international market --
Part 3. The marketing mix --
7. Product planning and development --
8. Product-management strategies --
9. Services marketing strategies --
10. Pricing strategies --
11. Distribution strategies --
Appendix B. Retailing and wholesaling --
12. The promotional program --
Appendix C. Marketing planning models --
Appendix D. Measuring marketing programs.
Marketing: A Practical Approach 7th Edition by Peter Rix has a successful, award-winning pedigree. For twenty years it has stood out from the pack, providing VET teachers and students with a comprehensive, no-nonsense approach to the principles of modern marketing. Peter Rix's unique combination of expertise and experience in the worlds of both VET and marketing result in a truly outstanding text. The seventh edition builds on the strengths of its previous editions and examines the key trends that are changing the way marketers practise their craft.
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