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	INTRODUCTION TO MARKETING CONCEPTS To order this title, and for more information, click here By Graeme Drummond, Lecturer in Marketing and Manager of MSc. programmes, Napier University, UK John Ensor, Head of the School of Marketing and Tourism at Napier University, UK Description Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing. The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject. A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text. Audience Undergraduates/postgraduates taking introductory marketing modules. Also industry practitioners and general managers. Contents Part I: Introduction to Marketing; The Marketing plan; Environmental factors; Market research; Market segmentation and buyer behaviour: Part II: Products, NPD and innovation; Pricing; Promotions; Place: Part III: Analysing competitors and competitive advantage; Targeting, positioning and branding strategy; Implementation; Control Bibliographic & ordering Information Paperback, 352 pages, publication date: JUN-2005 ISBN-13: 978-0-7506-5995-6 ISBN-10: 0-7506-5995-5 Imprint: BUTTERWORTH HEINEMANN Price: Order form EUR 37.95 GBP 24.99 USD 38.95 Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries. See also information about conditions of sale & ordering procedures, and links to our regional sales offices. 076/734 Last update: 29 Aug 2008	Book contents Table of contents Reviews Submit your review Bookmark this page Recommend this publication Overview of all books