Overview
'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.
This book title, Fundamentals and Practice of Marketing, ISBN: 9780750654494, by Adrian Mackay, John Wilmshurst, published by Taylor & Francis (August 6, 2002) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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