Fundamentals and Practice of Marketing
John Wilmshurst, Adrian Mackay | Butterworth-Heinemann; 4th edition 2002 | ISBN 0 7506 5449 X | PDF | 387 Pages | 7.08MB
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 fields - most particularly the changes wrought by new technology. It now follows a new structure 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, OHP masters.
With a new clear and easy to use layout, this text will make learning easier for students.
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