Format:
Online-Ressource (p. cm)
Edition:
4th ed
Edition:
Online-Ausg. Amsterdam Elsevier Science & Technology 2009 Electronic reproduction; Mode of access: World Wide Web
ISBN:
075065449X
,
9780750654494
Content:
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
Content:
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
Note:
Includes bibliographical references and index
,
What marketing is all about; The changing climate of marketing; The big idea; Market and marketing research; The right mixture and the vital spark; the Strategic operational plan; Direct marketing; Public relations; Advertising; Sales promotion; Direct sales operations; e-Commerce; Where price comes in; Publicity; Integrated marketing planning; Getting the goods to the customers; How selling is managed; How international marketing works; Wholesale and retail operations; Relationship marketing; The customer satisfied, today and tomorrow.
,
pt. 1. The Fundamentals of MarketingPreparing -- 1. What marketing is all about -- 2. The changing climate of marketing -- 3. Making changes and innovations -- 4. Market and marketing research -- 5. The right mixture and the vital spark -- pt. 2 -- Sect. A. The Practice of Marketing -- Communications -- 6. The strategic operational plan -- 7. The message and the medium -- 8. The practice of direct marketing -- 9. The practice of advertising -- 10. The practice of sales promotion -- 11. The practice of direct sales operations -- 12. The practice of e-commerce -- 13. The practice of pricing -- 14. Integrated marketing planning -- pt. 2 -- Sect. B. The Practice of Marketing -- Delivery -- 15. Getting the goods to the customers -- 16. How selling is managed -- 17. The retail scene -- 18. Customer relationship marketing -- 19. The customer satisfied, today and tomorrow.
,
Electronic reproduction; Mode of access: World Wide Web
Additional Edition:
Erscheint auch als Druck-Ausgabe Fundamentals and Practice of Marketing
Language:
English
URL:
Volltext
(An electronic book accessible through the World Wide Web; click for information)
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