Binding: Paperback
Description: Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors in particular the banking hospitality retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader not only in theory but also in practice using a broad range of real - life case studies such as Coca Cola Apple FCUK Virgin Amazon. com Barnes and Noble Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development pricing promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology e - commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www. routledge. com/textbooks/9780415370974
Title: Fundamentals Of Marketing
Author(s): Stone Marilyn
Publisher: Taylor & Francis Ltd
Barcode: 9780415370974
Pages: 512 Pages, 47 Tables, Black And White; 58 Line Drawings, Black And White; 2 Halftones, Black And Whi
Publication Date: 12/21/2006
Category: Sales & Marketing