Marketing: A Very Short Introduction
Author:   Kenneth Le Meunier-FitzHugh (University of East Anglia)
Publisher:   Oxford University Press
ISBN:  

9780198827337


Pages:   176
Publication Date:   25 February 2021
Format:   Paperback
Availability:   To order   Availability explained
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Marketing: A Very Short Introduction


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Author:   Kenneth Le Meunier-FitzHugh (University of East Anglia)
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Dimensions:   Width: 11.30cm , Height: 1.00cm , Length: 17.40cm
Weight:   0.136kg
ISBN:  

9780198827337


ISBN 10:   0198827334
Pages:   176
Publication Date:   25 February 2021
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order   Availability explained
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

1: The nature of marketing 2: Market research 3: Marketing segmentation, targeting and positioning, and the role of branding 4: Customer and buyer behaviour and the value proposition 5: Marketing promotions (communications) and social media 6: Price and managing channels 7: Product, new product development and service marketing 8: The changing nature of marketing Final reading Index

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Author Information

Kenneth Le Meunier-FitzHugh holds a PhD from the University of Warwick in Marketing and Strategic Management and is currently an Associate Professor in Marketing at the University of East Anglia. His research focuses on improving the interface between sales and marketing management, for which he has an international reputation. He has a number of publications in key academic journals, including the Journal of Business Research, Journal of Industrial Marketing Management, European Journal of Marketing, and Journal of Personal Selling and Sales Management. His previous works include The Oxford Handbook of Strategic Sales and Sales Management (with David W. Cravens & Nigel F Piercy, OUP, 2011) Creating Effective Sales and Marketing Relationships (with Leslie Caroline Le Meunier-FitzHugh, Business Expert Press, 2015), and Achieving a Strategic Sales Focus: Contemporary Issues and Future Challenges (with Tony Douglas, OUP, 2016).

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