ABSTRACT
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.
TABLE OF CONTENTS
part |119 pages
The Fundamentals of Marketing – Preparing
chapter |23 pages
What marketing is all about
chapter |15 pages
The changing climate of marketing
chapter |31 pages
Making changes and innovations
chapter |34 pages
Market and marketing research
chapter |15 pages
The right mixture and the vital spark
part |178 pages
Section A The Practice of Marketing – Communications
chapter |28 pages
The strategic operational plan
chapter |14 pages
The message and the medium
chapter |20 pages
The practice of direct marketing
chapter |21 pages
The practice of advertising
chapter |21 pages
The practice of sales promotion
chapter |12 pages
The practice of direct sales operations
chapter |25 pages
The practice of e-commerce
chapter |19 pages
The practice of pricing
chapter |16 pages
Integrated marketing planning
part |71 pages
Section B The Fundamentals and Practice of Marketing