The Fundamentals and Practice of Marketing

Wilmshurst John

ISBN 10: 0750609974 / ISBN 13: 9780750609975

Edité par Elsevier, 1995

A propos de cet article

pp. 324.

N° de réf. du vendeur 4717739

Détails bibliographiques

• Titre: The Fundamentals and Practice of Marketing
• Éditeur: Elsevier
• Date de parution: 1995
• Langue: anglais
• ISBN à 10 chiffres: 0750609974
• ISBN à 13 chiffres: 9780750609975
• Reliure: Couverture souple
• Édition: 3ème Édition
• État de l'article: Used

A propos de ce titre

Synopsis

Written for the Fundamentals of Marketing and Practice of Marketing papers of the CIM Certificate Examination, this book sets out the basic principles of marketing and their application to modern business practice.

Présentation de l'éditeur

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.