| Edition |
4th ed |
| Description |
viii,376 p: ill ; 24 cm. |
| Note |
First published by 1978 Butterworth Heinemann. |
| Bibliography |
Includes bibliographical references and index. |
| 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. |
|
pt. 1. The Fundamentals of Marketing -- Preparing -- 1. What marketing is all about -- 2. The changing climate of marketing -- 3. Making changes and innovations -- 4. Market and marketing research -- 5. The right mixture and the vital spark -- pt. 2 -- Sect. A. The Practice of Marketing -- Communications -- 6. The strategic operational plan -- 7. The message and the medium -- 8. The practice of direct marketing -- 9. The practice of advertising -- 10. The practice of sales promotion -- 11. The practice of direct sales operations -- 12. The practice of e-commerce -- 13. The practice of pricing -- 14. Integrated marketing planning -- pt. 2 -- Sect. B. The Practice of Marketing -- Delivery -- 15. Getting the goods to the customers -- 16. How selling is managed -- 17. The retail scene -- 18. Customer relationship marketing -- 19. The customer satisfied, today and tomorrow. |
| Subject |
Marketing
|
| Added Author |
Mackay, Adrian
|
| ISBN |
9781138160071 |
|
