Fundamentals and Practice of Marketing (Hardcover, 4th edition)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	2017
First published:	2002
Authors:	Adrian Mackay • John Wilmshurst
Dimensions:	246 x 189mm (L x W)
Format:	Hardcover - Cloth over boards
Pages:	388
Edition:	4th edition
ISBN-13:	978-1-138-16007-1
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN:	1-138-16007-5
Barcode:	9781138160071

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