The Fundamentals and Practice of Marketing

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; and, 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. With a new clear and easy to use layout, this text will make learning easier for students. Tutor Resource Material will be available to assist lecturers in their teaching.

ISBN 075065449X   Volumes 1 ISBN13 9780750654494 (What's this?)   Weight (grammes) 692 Publisher Taylor & Francis Ltd   Published in Oxford Imprint Butterworth-Heinemann Ltd   Series title Chartered Institute of Marketing (Paperback) Format Paperback   Previous ISBN 9780750609975 Publication date 06 Aug 2002   Height (mm) 246 Library of Congress 2002026236   Width (mm) 189 DEWEY 658.8   Spine width (mm) 20 DEWEY edition DC21   Academic level Tertiary education Pages 392

		Preface to the fourth edition
Pt. 1		The Fundamentals of Marketing - Preparing
1		What marketing is all about		3
2		The changing climate of marketing		26
3		Making changes and innovations		41
4		Market and marketing research		72
5		The right mixture and the vital spark		106
Pt. 2 - Sect. A		The Practice of Marketing - Communications
6		The strategic operational plan		123
7		The message and the medium		151
8		The practice of direct marketing		165
9		The practice of advertising		185
10		The practice of sales promotion		207
11		The practice of direct sales operations		228
12		The practice of e-commerce		240
13		The practice of pricing		265
14		Integrated marketing planning		284
Pt. 2 - Sect. B		The Practice of Marketing - Delivery
15		Getting the goods to the customers		303
16		How selling is managed		317
17		The retail scene		330
18		Customer relationship marketing		345
19		The customer satisfied, today and tomorrow		357
		Index		373

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