Fundamentals and Practice of Marketing

ISBN-13: 9780750654494 / Angielski / Miękka / 2002 / 384 str.

John Wilmshurst; Adrian MacKay; Adrian MacKay

Opis

This revised text takes into account developments in the field - most particularly the changes wrought by new technology. It includes new chapters on direct marketing, public relations integrated marketing planning, wholesale and retail operations, and relationship marketing together with additional material on services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment.

Spis treści

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

O autorze

John Wilmshurst, Adrian Mackpson