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24 Sep 2003
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£42.99
|Paperback Print on Demand
  
9780333987896
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DescriptionReviewsContentsAuthors

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.


Description

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.


Reviews

'This book is an excellent introductory marketing text. Not only are all of the conventional basics concisely explained, but also the level of detailed theory coverage is remarkably good...There are many up-to-date vignettes to illustrate contemporary marketing practice and the many e-examples give a real flavour of marketing practice today.' - Charles Dennis, School of Business and Management, Brunel University


Contents

Development of the Marketing Concept
Marketing and the Organization's Micro and Macro-environments
Customers and Marketing
Buyer Behaviour
Marketing Information Systems and Forecasting
Marketing Research
Products and Services
Pricing
Channels of Distribution
Logistics Management
Managing Selling
Above and Below-the-line Promotion
Public Relations
International Marketing
Marketing Planning
Marketing and the Use of Internet Technology
Customer Relationship Management


Authors

GEOFF LANCASTER is Professor of Marketing at the University of North London Business School, and Chairman of Durham Associates

PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield