Fundamentals and Practice of Marketing (4th Ed.)
Auteurs : Mackay Adrian, Wilmshurst John
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.
Date de parution : 01-2017
18.9x24.6 cm
Date de parution : 06-2002
Ouvrage de 352 p.
24.6x18.9 cm
Thèmes de Fundamentals and Practice of Marketing :
Mots-clés :
mix; sales; promotion; call; centre; personal; selling; companion; web; pages; Advertising Association; Vice Versa; BMW Z3 Roadster; Marketing Information System; Key Accounts Managers; Customer Contact Centre; Companion Web Page; ROI; Customer Contact System; Competitive Differential Advantage; Business Processes; Incoming Call Centre; Trading Stamps; WAP; Loyalty Cards; CRM Solution; CRM System; Face To Face; Customer Relationship Marketing; Sainsbury; Pest; Promotional Mix; Call Centre; Sales Promotion; Service Level Objective