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| FUNDAMENTALS AND PRACTICE OF MARKETING
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To order this title, and for more information, click here
Fourth Edition
By
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
Description
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:
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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.
Audience
CIM Certificate, and HND and GNVQ students
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
| Bibliographic details |
Paperback, 392 pages, publication date: AUG-2002
ISBN-13: 978-0-7506-5449-4
ISBN-10: 0-7506-5449-X
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
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USD 46.95
GBP 26.99
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076/735
Last update: 4 Sep 2009
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