Book

Fundamentals of Marketing

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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

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Availability

Detail Information

Series Title

Business & Economics, Marketing, General

Call Number

658.8

Publisher

UK London : Routledge., 2007-06-15T11:22:05+

Collation

1 online resource (xxiv, 480 pages) : illustration

Language

ISBN/ISSN

978-0415370974

Classification

658.8

Content Type

-

Media Type

-

Carrier Type

-

Edition

1st Edition

Subject(s)

Management Sciences

Specific Detail Info

-

Statement of Responsibility

Marilyn A. Stone & John Desmond

Other version/related

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