Fundamentals and Practice of Marketing

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Fundamentals and Practice of Marketing by Adrian Mackay, John Wilmshurst, Taylor and Francis
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Author: Adrian Mackay, John Wilmshurst ISBN: 9781136401718
Publisher: Taylor and Francis Publication: May 4, 2012
Imprint: Routledge Language: English
Author: Adrian Mackay, John Wilmshurst
ISBN: 9781136401718
Publisher: Taylor and Francis
Publication: May 4, 2012
Imprint: Routledge
Language: English

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 examples

The 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 examples

The 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.

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