Fundamentals and Practice of Marketing
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€229.40
A01=Adrian Mackay
A01=John Wilmshurst
advanced marketing theory applications
Advertising Association
Author_Adrian Mackay
Author_John Wilmshurst
BMW Z3 Roadster
Business Processes
business to business strategies
call
Call Centre
Category=KJMV7
Category=KJS
centre
companion
Companion Web Page
Competitive Differential Advantage
consumer behaviour analysis
CRM Solution
CRM System
Customer Contact Centre
Customer Contact System
Customer Relationship Marketing
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
ethical marketing practices
external marketing environment
Face To Face
Incoming Call Centre
integrated communications planning
Key Accounts Managers
Loyalty Cards
Marketing Information System
mix
pages
personal
Pest
promotion
Promotional Mix
retail distribution channels
ROI
Sainsbury
sales
Sales Promotion
selling
Service Level Objective
Trading Stamps
Vice Versa
WAP
web
Product details
- ISBN 9781138160071
- Weight: 453g
- Dimensions: 189 x 246mm
- Publication Date: 27 Jan 2017
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
John Wilmshurst, Adrian Mackpson
