Principles of Marketing fourth edition

Enhanced descriptions from Syndetics:

Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students - leading them painlessly through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'.

This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.

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.

Table of contents provided by Syndetics

• Part I Marketing And Its Environment
• 1 Marketing dynamics
• 2 The European marketing environment
• Part II Customers and Markets
• 3 Consumer behaviour
• 4 B2B buying behaviour
• 5 Segmenting markets
• 6 Marketing information and research
• Part III Product
• 7 Anatomy of a product
• 8 Product management
• 9 New product development
• Part IV Price
• 10 Pricing, context and concepts
• 11 Pricing strategies
• Part V Place
• 12 Marketing channels and logistics
• 13 Retailers and wholesalers
• Part VI Promotion
• 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
• Part VII Marketing Management
• 20 Strategic Marketing
• 21 Marketing planning, management and control
• 22 Services and non-profit marketing
• 23 International marketing
• 24 E-marketing and new media