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" The fundamentals and practice of marketing / "
John Wilmshurst, Adrian Mackay.
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BL
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| Record Number
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990482
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| Doc. No
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b744852
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| Main Entry
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Wilmshurst, John.
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| Title & Author
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The fundamentals and practice of marketing /\ John Wilmshurst, Adrian Mackay.
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| Edition Statement
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4th ed.
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| Publication Statement
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Oxford ;Boston :: Butterworth-Heinemann,, 2002.
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| Page. NO
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1 online resource (viii, 376 pages) :: illustrations
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| ISBN
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0080494994
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: 0585462836
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: 075065449X
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: 1136401679
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: 1136401717
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: 1136401725
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: 1138160075
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: 9780080494999
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: 9780585462837
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: 9780750654494
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: 9781136401671
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: 9781136401718
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: 9781136401725
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: 9781138160071
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075065449X
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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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.
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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.
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| Subject
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Marketing.
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BUSINESS ECONOMICS-- Distribution.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- General.
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| Subject
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.W5476 2002eb
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| Added Entry
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Mackay, Adrian.
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