The fundamentals and practice of marketing / John Wilmshurst, M.A., F.C.A.M., A.M.B.I.M., Adrian Mackay, B.Sc.(Hons), Dip.M., M.C.I.M., M.B.A.
Material type: TextPublication details: London : Routledge, 2002.Edition: Fourth editionDescription: viii, 376 pages : illustrations (black and white) ; 25 cmISBN:- 9780750654494 (pbk.) :
- 075065449X
- 658.8 WIL
- HF5415 .W5 2002
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 WIL (Browse shelf(Opens below)) | 1 | Available | 201504 |
This edition originally published: with the same ISBN : Oxford: Butterworth-Heinemann.
Includes bibliographical references and index.
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
'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.