Fundamentals of Marketing

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

Business & Money

Stone, Marilyn A.

Desmond, John

Marketing & Sales

Routledge

See the best price to sell, buy, or rent books by Stone, Marilyn A.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Stone, Marilyn A.

See the best price to sell, buy, or rent books by Stone, Marilyn A.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Fundamentals of Marketing

Fundamentals of Marketing