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Fundamentals of Marketing - Marilyn A. Stone

Paperback Published: 21st December 2006
ISBN: 9780415370974
Number Of Pages: 512

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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

Marketing: Development and Scope of the Subject
Strategic Marketing and the Planning Process
Consumer Buyer Behaviour
Industrial Buyer Behaviour
Marketing Research
Segmentation, Targeting and Positioning
Virtual Marketing
Planning and Implementation
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780415370974
ISBN-10: 0415370973
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 512
Published: 21st December 2006
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 24.8 x 19.1  x 3.18
Weight (kg): 0.91
Edition Number: 1

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