This core textbook is completely matched to the revised specifications for the BTEC Higher National Certificate and Diploma awards for Business and Marketing. This single volume gives your students all the information and theory they need to cover this option route. The units are matched to the structure for the BTEC awards.Discussion points and tasks in each chapter reinforce the marketing theory and help students understand the subject.Contemporary case studies show the students how marketing really can work for businesses.References from current academic research and journals support the theory in the textbook.Further reading lists with plenty of references give students the opportunity to pursue particular areas.Deeper analysis of marketing concepts appropriate to this level of study makes this text ideal for CIM and other marketing course.

 

This book is part of a book series called Business For Higher Awards With Marketing For Higher Awards .

This book is aimed at children in secondary school.

There are 380 pages in this book. This book was published 1999 by Pearson Education Limited .

This book has the following chapters: PrefaceSection 1 MarketingThe marketing processTarget marketing The marketing mixMarket segmentsSection 2 Market intelligenceBuyer behaviourMarket research techniquesCompetitor analysisCustomer satisfactionSection 3 Advertising and promotionCommunications environmentAdvertisingBelow-the-line techniquesPromotion strategySection 4 Marketing planningMarketing auditsMarketing planEthical issuesSection 5 Sales planning and operationsField selling Sales managementControlling sales outputSales environmentsIndex