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.
With a new clear and easy to use layout, this text will make
learning easier for students
Tutor Resource Material will be available to assist lecturers in
their teaching
New and up-to-date material has been added to keep readers abreast
with new technology
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