Fundamentals and Practice of Marketing

4th Edition

Authors: John Wilmshurst Adrian Mackay
Paperback ISBN: 9780750654494
Imprint: Butterworth-Heinemann
Published Date: 6th August 2002
Page Count: 392


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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.

Key Features

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


CIM Certificate, and HND and GNVQ students

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


No. of pages:
© Butterworth-Heinemann 2002
Paperback ISBN:

About the Author

John Wilmshurst

Currently freelance consultant and visiting lecturer on post-graduate programmes University of Greenwich. Extensive international consultancy and lecturing experience - in Europe, Africa, South America and the Far East. Author of the best-selling The Fundamentals and Practice of Marketing, The Fundamentals of Advertising and Below the Line Promition. Currently lecturing on MA Marketing and DMS programmes for the University of Greenwich.

Affiliations and Expertise

Former Senior CIM Examiner & Chief Examiner for International Advertising Association. John ran his own marketing consultancy company for 20 years.

Adrian Mackay

Affiliations and Expertise

Managing Partner, Duncan Alexander & Wilmshurst Ltd, Daventry, Northamptonshire, UK 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