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Fundamentals and Practice of Marketing Fourth Edition by Adrian Mackay, John Wilmshurst ISBN 075065449X 9780750654494

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Fundamentals and Practice of Marketing Fourth Edition Chartered Institute of Marketing John Wilmshurst Ma Digital Instant Download

Author(s): John Wilmshurst MA; FCAM; FCIM, Mackay A.
ISBN(s): 9780750654494, 075065449X
Edition: 4
File Details: PDF, 5.03 MB
Year: 2002
Language: english
SKU: EB-1555920 Category: Tags: , , ,

Fundamentals and Practice of Marketing Fourth Edition by Adrian Mackay, John Wilmshurst – Ebook PDF Instant Download/Delivery: 075065449X, 9780750654494

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Product details:

ISBN 10: 075065449X

ISBN 13: 9780750654494 

Author: Adrian Mackay, John Wilmshurst 

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.

Table of contents:

  1. What marketing is all about

  2. The changing climate of marketing

  3. The big idea

  4. Market and marketing research

  5. The right mixture and the vital spark

  6. The strategic operational plan

  7. Direct marketing

  8. Public relations

  9. Advertising

  10. Sales promotion

  11. Direct sales operations

  12. eCommerce

  13. Where price comes in

  14. Publicity

  15. Integrated marketing planning

  16. Getting the goods to the customers

  17. How selling is managed

  18. How international marketing works

  19. Wholesale and retail operations

  20. Relationship marketing

  21. The customer satisfied today and tomorrow

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Tags: Adrian Mackay, John Wilmshurst, Fundamentals, Practice, Marketing