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Marketing in New Zealand /

By: Contributor(s): Publication details: Auckland, N.Z. : Longman, 1999.Edition: 2nd edDescription: viii, 232 pages : illustrations ; 24 cmISBN:
  • 0582718732 (pbk.)
  • 9780582718739 (pbk.)
Subject(s): LOC classification:
  • HF5415.12.N44 B63 1999
Contents:
1. The marketing concept -- 2. The marketing environment -- 3. Marketing planning -- 4. Market segmentation -- 5. Marketing information systems (MKIS) -- 6. Marketing research -- 7. Consumer behaviour -- 8. Product -- 9. Service and not for profit -- 10. Place: channels of distribution -- 11. Price -- 12. Promotion -- 13. International marketing.
Summary: Covers the basic principles of marketing and provides an up-to-date introduction to marketing as it is practised in New Zealand today. Marketing processes are described in detail and diagrams are used to illustrate a variety of concepts that are dealt with in the text. Includes case studies based on interviews with representatives of thirteen New Zealand organisations.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Whitecliffe Library General Shelves General HF 5415 BOA (Browse shelf(Opens below)) 1 Available 0001768

On cover: Recommended by the New Zealand Institute of Management.

First ed. published with title: Marketing. Auckland, N.Z. : Longman Paul, 1995.

Includes bibliographical references (p. 223-225) and index.

1. The marketing concept -- 2. The marketing environment -- 3. Marketing planning -- 4. Market segmentation -- 5. Marketing information systems (MKIS) -- 6. Marketing research -- 7. Consumer behaviour -- 8. Product -- 9. Service and not for profit -- 10. Place: channels of distribution -- 11. Price -- 12. Promotion -- 13. International marketing.

Covers the basic principles of marketing and provides an up-to-date introduction to marketing as it is practised in New Zealand today. Marketing processes are described in detail and diagrams are used to illustrate a variety of concepts that are dealt with in the text. Includes case studies based on interviews with representatives of thirteen New Zealand organisations.

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