The Fundamentals and Practice of Marketing (4TH)

The Fundamentals and Practice of Marketing (4TH)

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 352 p.
  • 言語 ENG,ENG
  • 商品コード 9780750654494
  • DDC分類 658.8


Substantially revised to take into account recent developments - most particularly the changes wrought by new technology.

Full Description

The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing.'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes:* New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; * Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment* A range of new examplesThe book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter, case studies with suggested solutions and approaches, questions for discussion, and OHP masters.

Table of Contents

Preface to the fourth edition                      ix
Part 1 The Fundamentals of Marketing --
What marketing is all about 3 (23)
The changing climate of marketing 26 (15)
Making changes and innovations 41 (31)
Market and marketing research 72 (34)
The right mixture and the vital spark 106(17)
Part 2 -- Section A The Practice of Marketing
-- Communications
The strategic operational plan 123(28)
The message and the medium 151(14)
The practice of direct marketing 165(20)
The practice of advertising 185(22)
The practice of sales promotion 207(21)
The practice of direct sales operations 228(12)
The practice of e-commerce 240(25)
The practice of pricing 265(19)
Integrated marketing planning 284(19)
Part 2 -- Section B The Practice of Marketing
-- Delivery
Getting the goods to the customers 303(14)
How selling is managed 317(13)
The retail scene 330(15)
Customer relationship marketing 345(12)
The customer satisfied, today and tomorrow 357(16)
Index 373