Fundamentals and Practice of Marketing Paperback / softback
by Adrian Mackay, John Wilmshurst
Paperback / softback
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.
Information
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Out of stock
- Format:Paperback / softback
- Pages:384 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:06/08/2002
- Category:
- ISBN:9780750654494
Other Formats
- Hardback from £160.00
- EPUB from £40.49
- PDF from £40.49
Information
-
Out of stock
- Format:Paperback / softback
- Pages:384 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:06/08/2002
- Category:
- ISBN:9780750654494
