Taylor & Francis
Fundamentals and Practice of Marketing
Edition: 4th Edition
Subjects: Economics,
Economics, finance, business & management
ISBN13: 9781138160071
Published: 27 Jan 2017
Format - Hardback
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Regular price
A$294.95
Sale price
A$294.95
Regular price
A$347.00
Fundamentals and Practice of Marketing
Regular price
A$294.95
Sale price
A$294.95
Regular price
A$347.00
Product description
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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 environmen* A range of new example
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.
'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 environmen* A range of new example
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.
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