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Fundamentals of Marketing

Marilyn Stone
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behaviour
Brand Congruity
Brand Personality
buyer
case studies in marketing practice
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catherine
Christmas Shopping
consumer
consumer behaviour analysis
deneuve
digital marketing strategies
distribution channel management
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eq_business-finance-law
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FCB Grid
Industrial Buyer Behaviour
industrial marketing theory
mainstream
Mammoth
Marketing Communications
Marketing Mix
Marketing Mix Components
Marketing Research Agency
Marketing Research Industry
marketing research methods
mix
NPD Process
Omnibus Surveys
Pest
Quantitative Research
referent
Reseller Markets
ROI
service sector marketing
Social Class
systems
test
Test Marketing
UK Retail
UK Supermarket
Undifferentiated Marketing
Vice Versa
Young Men

Product details

  • ISBN 9780415370974
  • Weight: 1022g
  • Dimensions: 189 x 246mm
  • Publication Date: 21 Dec 2006
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.

The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.

Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.

Visit the Companion website at www.routledge.com/textbooks/9780415370974
About Marilyn Stone
Marilyn A. Stone is a Senior Lecturer and Director of the International Management degree at Heriot-Watt University, Edinburgh. John Desmond is Reader in Management at St Andrews University, Scotland.

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