This third edition has been extensively revised, updated and
extended. In addition to the original chapters, a number of
completely new chapters have been added. The book is divided into
four sections. Part 1 gives particular attention to the
contribution of marketing to corporate success and the factors
which distinguish marketing oriented companies and underpin their
above average performance. Part 2 reviews the conceptual
underpinnings of corporate practice - economic, behavioural,
sociological psychological - and the techniques available to
translate concepts into practice. Part 3 opens with an evaluation
of the concept of the marketing mix and its main constituent
elements, addressing the problems inherent in uniting these into
unique and distinctive combinations. Finally, part 4 evaluates the
application of marketing in a variety of contexts and situations
and concludes with a considered review of the current and future
potential for marketing theory and practice.
General
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