The essentials of contemporary marketing / Mo Willan.
By: Willan, Mo [author.]
Language: English Publisher: London : Bloomsbury Business, 2021Description: xiii, 258 pages : illustrations ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 1472988574; 9781472988577; 9781472963734; 1472963733Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .W55 2021| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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COLLEGE LIBRARY | COLLEGE LIBRARY SUBJECT REFERENCE | 658.8 W661 2021 (Browse shelf) | Available | CITU-CL-53916 |
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| 658.8 T71 1995 The discipline of market leaders : choose your customers, narrow your focus, dominate your market / | 658.8 W458 2003 Customer care in a week / | 658.8 W458 2003 Customer care in a week / | 658.8 W661 2021 The essentials of contemporary marketing / | 658.8 Z37 2006 Services marketing : integrating customer focus across the firm / | 658.8 Z37 2006 Services marketing : integrating customer focus across the firm / | 658.800285 C268 2000 Cases in electronic commerce / |
Includes bibliographical references (pages 251-253) and index.
Introduction to marketing -- Marketing orientations -- The marketing environment -- Consumer behaviour -- Louis Vuitton -- Market Research -- Eco refill systems -- Market segmentation -- PlaceMe Living -- The marketing mix -- Kellogg's Nutri-Grain -- Services marketing -- JetBlue Airways -- Brand management -- The price mix -- The place mix -- The promotion mix -- The American Alliance of Artists and Audiences -- The extended marketing mix -- Marketing planning and strategy -- International marketing -- Revolut.
"As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods - placing emphasis upon platforms such as social media."--Jacket.
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