Fundamentals and Practice of Marketing de Adrian Mackay

Fundamentals and Practice of Marketing

Adrian Mackay

John Wilmshurst

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.

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	Preț	Express
Paperback (1)	316^.20 lei 6-8 săpt.
Taylor & Francis – 6 aug 2002	316^.20 lei 6-8 săpt.
Hardback (1)	925^.84 lei 6-8 săpt.
Taylor & Francis – 27 ian 2017	925^.84 lei 6-8 săpt.

Preț

Express

Paperback (1)

316^.20 lei 6-8 săpt.

Taylor & Francis – 6 aug 2002

316^.20 lei 6-8 săpt.

Hardback (1)

925^.84 lei 6-8 săpt.

Taylor & Francis – 27 ian 2017

925^.84 lei 6-8 săpt.

Cuprins

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

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