Fundamentals of Marketing (Paperback)

Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society. International in approach, it highlights a range of real life practices through examples and short case studies. It includes: * Marketing as an idea and a practice. * How to understand and reach customers, researching and choosing segments * Marketing functions-providing value from products, services, pricing and distribution to branding and communications. * Responsible marketing and contemporary technologies To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.

General

Imprint:	Goodfellow Publishers Limited
Country of origin:	United Kingdom
Series:	Global Management Series
Release date:	March 2018
Editors:	Geraldine McKay • Paul Hopkinson • Lai Hong Ng
Dimensions:	246 x 189 x 18mm (L x W x T)
Format:	Paperback
Pages:	256
ISBN-13:	978-1-910158-98-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-910158-98-4
Barcode:	9781910158982

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