Fundamentals and Practice of Marketing

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.

  This revised text takes into account developments in the field - most particularly the changes wrought by new technology. It includes new chapters on direct marketing, and retail operations, together with additional material on e-commerce, and ethics and social responsibility.

  Autorentext
  John Wilmshurst, Adrian Mackpson

  Zusammenfassung
  Communicates the basic themes and principles of contemporary marketing. This book also includes chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; as well as services marketing, B2B marketing and external marketing environment.

  Inhalt
  What marketing is all about; The changing climate of marketing; The big idea; Market and marketing research; The right mixture and the vital spark; the Strategic operational plan; Direct marketing; Public relations; Advertising; Sales promotion; Direct sales operations; e-Commerce; Where price comes in; Publicity; Integrated marketing planning; Getting the goods to the customers; How selling is managed; How international marketing works; Wholesale and retail operations; Relationship marketing; The customer satisfied, today and tomorrow