Name: Fundamentals and Practice of Marketing
Brand: Taylor & Francis
SKU: 9781138160071
Price: 13941.0 INR
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Fundamentals and Practice of Marketing

by Adrian Mackay

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ISBN13: 9781138160071
Binding: Hardcover
Subject: N/A
Publisher: Taylor & Francis
Publisher Imprint: Routledge
Publication Date: January 27, 2017
Pages: 388
Original Price: GBP 175.0
Language: English
Edition: N/A
Item Weight: 453 grams
BISAC Subject(s): Marketing / General and Sales & Selling / General

About The Book

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 * 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.

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