Business Essentials Series: Marketing Principles

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Business Essentials range is the ideal learning solution for all students studying for business related qualifications and degrees. The range provides concise and comprehensive coverage of the key areas that are essential to the business students. Qualifications in business are traditionally very demanding. Students therefore need learning resources which go straight to the core of the topics involved, and which build upon students’ pre-existing knowledge and experience. Business Essentials range has been designed to meet exactly that need. Viva-BPP Learning Media’s Business Essentials range is the ideal choice for numerous business qualifications. The Course Books offer the perfect learning solution for a multitude of business-related courses. The Course Books lend themselves specifically to: use on courses leading to degrees and diplomas in business from a variety of institutions use as generic texts on a wide range of business-related subjects background reading and reference material for learners and lecturers alike The Course Books provide concise andcomprehensive coverage of all aspects of Business, with these key features: A user-friendly format for easy navigation Chapter introduction and summaries to put the topic into perspective Plenty of up to date illustrations and case studies for students to discuss or work through individually Numerous timed activities to ensure consolidation of knowledge and further thought, with suggested answers. Quick quizzes at the end of each chapter to ensure understanding A glossary of terms and full index Table of Contents Part A: The Concept and Process of Marketing Markets and marketing The marketing process: strategy and planning Customer focus: costs and benefits Part B: Segmentation, Targeting and Positioning The marketing environment Customers, buyers, clients and consumers Market segmentation and positioning Part C: The Extended Marketing Mix Product New product development Place: the importance of distribution Pricing Pricing for costs, sales and profit Promotion Selling and direct marketing Part D: Market Segments and Contexts Types of market Services marketing Internationalmarkets Glossary Index