Fundamentals and Practice of Marketing


  • John Wilmshurst, MA; FCAM; FCIM, Former Senior CIM Examiner & Chief Examiner for International Advertising Association. John ran his own marketing consultancy company for 20 years.
  • Adrian Mackay, Managing Partner of Duncan Alexander & Wilmshurst marketing & training consultancy, on the Faculty of the Chartered Institute of Marketing, and a former Senior ISBA trainer, UK

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 examplesThe 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.
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CIM Certificate, and HND and GNVQ students


Book information

  • Published: August 2002
  • ISBN: 978-0-7506-5449-4

Table of Contents

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