02331cam  2200361 a 45000010014000000030007000140050017000210060019000380070015000570080041000720200036001130200033001490200018001820200015002000400019002151000017002342450077002512460042003282600039003705340045004095040039004545050698004935200426011915330103016175380030017206500015017506500037017656500027018026500023018296500026018527100028018788560063019069781844808267MiFhGG20070821014900.0m        d        cr un ---uuuua051215s2006    enka    sb    001 0 eng d  a9781844808267 (electronic book)  a1844808262 (electronic book)  a9781844801206  a1844801209  aMiFhGGcMiFhGG1 aBlythe, Jim.10aPrinciples & practice of marketingh[electronic resource] /cJim Blythe.3 aPrinciples and practice of marketing   aLondon :bThomson Learning,c2006.  pOriginal exviii, 744 p. : ill. ; 28 cm.  aIncludes bibliographies and index.2 aConcepts and Contexts - Managing the Exchange Process - The Marketing Environment - Marketing Domains - Markets and People - Consumer Behaviour - Organizational Buying Behaviour - Segmentation, Targeting and Positioning - Marketing Information and Research - Communication Theories - International Marketing - Strategy - Creating Competitive Advantage - Building Customer Relationships - Marketing in Practice - Product Portfolio - New Product Development - Pricing - Advertising -Public Relations and Sponsorship - Selling and Key-Account Management - Exhibitions and Sales Promotions -Direct and On-line Marketing - Managing Channels - Intermediaries - People, Process and Physical Evidence.  aExamines what marketing will and will not do, and strikes a balance between academic thinking and practical experience. Includes sections on: Key theoretical underpinnings of market thought, the concepts and contexts within which academic marketers consider marketing issues; Markets and people; Strategic issues in marketing; Tactical aspects of marketing (promotion, personal selling, pricing, new product development).  aElectronic reproduction.bLondon :cThomson Learning (EMEA),d2006.nAvailable via World Wide Web.  aMode of access: Internet. 0aMarketing. 0aMarketingzEuropevCase studies. 0aMarketingxManagement. 0aConsumer behavior. 0aMarketingvTextbooks.2 aThomson Learning (EMEA)40uhttp://premier.bized.co.uk/Gatekeeper.asp?BOOKID=536942937