Marketing: Principles and Practice - Softcover

Adcock, Dennis; Halborg, Al; Ross, Caroline; Bradfield, Ray

Softcover

ISBN 10: 0273601466 ISBN 13: 9780273601463

Publisher: Pitman, 1993

Synopsis

Publisher: Pitman Paperbacks
Date of Publication: 1993
Binding: soft cover
Edition:
Condition: Very Good/No Jacket
Description:

About this title

From the Back Cover

This new edition of this enormously successful text has been extensively updated and revised and is now even more student friendly and up-to-date. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.

New to this edition of Marketing: Principles and Practice:
· 75% of case material replaced
· Information technology issues integrated throughout
· New chapter on electronic and internet marketing
· More coverage of organisational marketing
· Easier to follow structure
· Web references
· Full supplements package

The straightforward approach and balanced treatment of topics makes the book ideal for those who need to gain a thorough understanding of the fundamentals of marketing.

Dennis Adcock is a Principal Lecturer in Marketing Business Policy at Coventry Business School, Coventry University. He lectures both at undergraduate and postgraduate levels.

Al Halborg is a Principal Lecturer in Marketing and Director of the MBA programme at Coventry Business School, Coventry University. He is also involved in research, consultancy and short course development.

Caroline Ross is a Senior Teaching Fellow in Strategic Marketing at the Warwick Manufacturing Group, University of Warwick. Caroline has designed and delivered many training programmes overseas both in strategic marketing and small business management.

Synopsis

This text aims to meet the needs of students studying marketing for the first time on undergraduate or diploma courses, in any subject where the course is available within a modular framework. It should also provide an introduction to marketing for non-specialists, using examples of marketing practices from a range of companies. It emphasizes the importance of the buyer-supplier relationship and draws on the practical experience of the authors in product and service marketing. Marketing principles are explained in the context of all types of organizations, modern business, management practice and the changing business environment. The text is structured to follow a full introductory teaching programme, designed for the non-marketeer. The appendices include a glossary, a student guide to case study analysis and sources of secondary information. It is suitable for introductory level BA/BSc modular degree students, HNC/D students, particularly those whose course can be converted to a degree programme, as well as those on dedicated marketing service courses such as BA Marketing, BABS and post-experience courses.

Edition details

• Publisher: Pitman
• Publication date: 1993
• Language: English
• ISBN 10: 0273601466
• ISBN 13: 9780273601463
• Binding: Paperback
• Number of pages: 400