512 Pages
60 B/W Illustrations
by
Routledge
512 Pages
60 B/W Illustrations
by
Routledge
Also available as eBook on:
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... Read more
1.Marketing: Development and Scope of the Subject 2. Strategic Marketing and the Planning Process 3. Consumer Buyer Behaviour 4. Industrial Buyer Behaviour 5. Marketing Research 6. Segmentation, Targeting and Positioning 7. Branding 8. Product 9. Pricing 10. Promotion 11. Place 12. Virtual Marketing 10. Planning and Implementation
Biography
Marilyn A. Stone is a Senior Lecturer and Director of the International Management degree at Heriot-Watt University, Edinburgh.
John Desmond is Reader in Management at St Andrews University, Scotland.
