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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.

By: Contributor(s): Material type: TextTextPublication details: London : Routledge, 2002.Edition: Fourth editionDescription: viii, 376 pages : illustrations (black and white) ; 25 cmISBN:
  • 9780750654494 (pbk.) :
  • 075065449X
Subject(s): DDC classification:
  • 658.8 WIL
LOC classification:
  • HF5415 .W5 2002
Incomplete contents:
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
Summary: '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.
Holdings
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.

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