Items related to Marketing
Synopsis
A new edition of a book originally published in 1994. The new edition updates basic information and contains new case studies of different lengths, including several shorter ones. It gives greater emphasis to exporting and international business, and e-commerce.
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Review
The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing
-- Frances Ekwulugo, University of Westminster
From the Publisher
Key features include: theory and practice of principles from a no knowledge base to a broad and practical knowledge, a number of short and longer cases throughout the text put theory into practice-- ties students' personal experiences to the concept of marketing, eg market surveys in the high street to internet advertising, coverage of key topics including entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing, emphasis is placed on practical, commonly used marketing methods such as selling and word of mouth marketing communications.
A further feature, the companion website provides additional resources for students including self-test questions, examples of possible examination questions and a list of useful web links.
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