The Fundamentals and Practice of Marketing - Brossura

Wilmshurst, John

Brossura

ISBN 10: 0750609974 ISBN 13: 9780750609975

Casa editrice: Butterworth-Heinemann Ltd, 1995

Riassunto

Written for the Fundamentals of Marketing and Practice of Marketing papers of the CIM Certificate Examination, this book sets out the basic principles of marketing and their application to modern business practice.

Su questo libro

L'autore

Currently freelance consultant and visiting lecturer on post-graduate programmes University of Greenwich. Extensive international consultancy and lecturing experience - in Europe, Africa, South America and the Far East. Author of the best-selling The Fundamentals and Practice of Marketing, The Fundamentals of Advertising and Below the Line Promition. Currently lecturing on MA Marketing and DMS programmes for the University of Greenwich.

Contenuti

The Fundamentals of Marketing: What marketing is all about; Gathering facts for marketing; The right mixture and the vital spark; The ever-changing product; The Search for new products; Where price comes in; Getting the goods to the customers; The message and the medium; Where the marketing department comes in; The changing climate of marketing. The Practice of Marketing: What marketing research can do; How marketing research works; How personal selling works; How selling is managed; What advertising and sales promotion can do; How the advertising business works; How sales promotion works; How international marketing works; How marketing planning works.

Dettagli dell'edizione

• Editore: Butterworth-Heinemann Ltd
• Data di pubblicazione: 1995
• Lingua: Inglese
• ISBN 10: 0750609974
• ISBN 13: 9780750609975
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 324
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile